Technophiles: The Most Influential Demographic in the Connected Landscape

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Meet your five customer types and discover how each type feels about the connected products and services they interact with. In our six-part series, we’ll reveal the psychographic data of each connected consumer type and how to use that information to develop a tailored sales strategy, create unique training opportunities, and increase your revenue. 

What do your connected customers want?  

Some want devices to protect their homes. Some want to automate daily tasks. Some want technology for entertainment. And some want alltechnology.  

By surveying thousands of people, Assurant discovered what customers are really looking for, what they struggle with and what they expect from you. Using this data, we’ve identified five specific types of consumers: 

  1. Home Protectors 
  2. Utilitarians 
  3. Leisure Seekers 
  4. Technophobes 
  5. 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. In our first 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. 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 ecosystem. As one of the most highly educated groups, they’re likely frequently exposed to new products at work and school.

What Devices Do Technophiles Like

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. To learn more about the impact of 5G on connected consumer behaviors, download The 5G Evolution eBook

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. 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 setup process could help you earn their brand loyalty. Support services may also play well with this group. 

What This Means For Technophiles


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. Since they have the highest household income (averaging $89,000 a year), 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 is an essential part of their lifestyle, not just another electronic or accessory. Add more value to your product by offering upfront support, protection and upgrade services. Help them begin using their new device immediately, protect their privacy and keep their devices updated, and you’ll earn loyalty for a lifetime. 

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. 

Tips for selling to technophiles



To learn more, Contact Us.