The recent Forrester report, "The State Of Consumers And Technology: Benchmark 2005," from more than 68,000 North American households and combined with data from the seven previous years, shows by 2010, 62 percent of US households will have broadband access to the Internet, 53 percent will own a laptop, and 37 percent will use a digital video recorder (DVR) to gain control over how and when they watch TV.
Forrester Research Vice President Ted Schadler, says “The rise of consumers' adoption of personal devices, home networking, and broadband, combined with the increasing importance of the Internet in media, retail, banking, and healthcare, means that every consumer-facing industry must …(recognize) that consumers' attitudes toward technology determine a lot about how they receive marketing messages, get service online, adopt new technologies, and spend their time."
Sample data points include:
Today, only six percent of online consumers read blogs and two percent use RSS, while 70 percent of online consumers use the Internet to research products for purchase. Marketers should focus on identifying the early adopting tech optimists, concludes the report, to tap effective viral marketing opportunities.
In the past three months:
In 2004, 39.5 million US households shopped online -- 3.5 million more than in 2003. Broadband, laptop, and home networking adoption will help drive online research and purchasing to more than 55 million households by 2010.
Please go here for more information about the report.