When it comes to connected consumers in today's evolving connected ecosystem, some are looking for devices to protect their homes. Some want to leverage tech to automate and streamline their daily tasks. Some prioritize technology exclusively for entertainment. And some get excited by all technology.
By surveying thousands of people, Assurant discovered what connected customers are looking for, what they struggle with and what they expect from you for insights and support. Using this data, we’ve identified five specific types of consumers:
- Home Protectors
- Utilitarians
- Leisure Seekers
- Technophobes
- Technophiles
Each consumer type uses connected devices and products, but in vastly different ways. We’ll break down the personas that fuel your business and share tips about how you can adjust your strategies to increase your revenue — even in these challenging times where the pandemic has shifted the way consumer buying behavior. In this segment, we’ll discuss the Technophiles, the tech-savvy group of people that love all connected device innovations.
Technophiles: A Group of Powerful, Tech-Savvy Connected Consumers
At first glance, technophiles don’t seem like they’d have the most influence in the market. They’re a small, yet mighty group with strong purchasing power. Nearly a quarter (22%) of the connected product market share is owned by just 6% of U.S. consumers. Seemingly, with a global pandemic in the mix, this group sees that there isn't a more lucrative time to immerse oneself in technology.
Because technophiles take on technology with such ease, they aren’t afraid to purchase entire smart systems, accessories or additional products. They’re comfortable using something new and actively search for updated devices. For technophiles, technology isn’t just useful — it’s part of their entire way of life. As one of the most highly educated groups, they’re likely frequently exposed to new products at work or school. 
Technophiles grew up alongside the rise of technology and are likely to be early adopters and potential influencers of the latest innovations in any product category. Their homes and activities provide opportunities to integrate connected devices into their daily routines, especially now. Our Connected Decade research indicates that younger consumers are far more likely to say they plan to upgrade to a 5G-capable phone at the earliest opportunity. They’re also normalizing the broad-based adoption of streaming video services as a category.
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Health care and wellness are also key for this connected consumer. They’re interested in telehealth for their medical needs so they don’t have to risk their health with in-person visits — an increasingly valuable benefit as contagion is an ongoing concern. Wearable devices help them monitor their health and activities. With the highest sense of personal well-being, it’s clear that this group believes technology helps to improve their life.
Biggest Connected Device Frustrations: Long Repair Times and Difficult Installations
Technophiles own 16 connected products on average, so interoperability is a high priority. Because they own more devices than other segment types, it’s no surprise that these consumers need help getting their technology to work well together. The biggest frustrations for Technophiles are related to wasting time, whether it’s excessively long repair times or spending time navigating a difficult product installation.
The ability to use technology right out of the box is appealing to Technophiles. So adding quick-start guides and streamlining the installation process could help you earn their brand loyalty. Support services may also play well with this group.
Top Need Across Connected Devices: Support for Ongoing Interoperability
When something goes wrong — whether it’s the misuse of personal data or a cracked screen — Technophiles want to know that someone will be available to help. They have the highest household income (averaging $89,000 a year), so it’s not out of the question that they’d spend more money to add protection and support services for their many connected devices. This tech-savvy buying group wants to create a seamless, simple and connected world. And they have the means to do just that.
The key is to understand that a Technophile’s connected product suite is an essential part of their lifestyle, not just another electronic or accessory. Add more value for the Technophile by offering upfront support, protection and trade-in and upgrade services. Help them begin using their new device immediately, protect their privacy and keep their devices updated.
What other services should you provide for Technophiles? No matter how you answer that question, your answer will impact the other four types of consumers in significant ways. See how you can attract this diverse segment by downloading our latest white paper. You’ll discover the details about how the right partner can help you support and protect the Technophile’s connected world while keeping them connected to your business.
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