Technophiles: The most influential demographic for connected devices


Understanding the five types of connected consumers

Discover your five key customers and how each one 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 you can develop a tailored sales strategy, create unique training opportunities and increase your revenue. 

What do your connected customers want? 

Some may want expert assistance with installation, others want extensive and extended warranties, and some are looking for the latest, most-advanced technology. But, overall, just about every customer wants to have a great experience using their digital products. 

In order to build that experience, you need to build long-term, trusting relationships. Just like your customers are looking for ways to connect their life, you need to look for ways to connect with their needs.

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

  • Technophiles
  • Home Protectors
  • Utilitarians
  • Leisure Seekers
  • Technophobes

Each type of consumers uses connected products, but in vastly different ways. In our next few posts, we’ll break down these personas that fuel your business and share tips on how you can adjust your strategies to increase your revenue. 

In our first segment, we’ll discuss the technophiles, a group of people who love all consumer innovations.

Who are Technophiles?

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.

Technophiles grew up alongside the rise of technology and are likely to be early adopters of the latest in any product category. Their homes and activities are just opportunities for them to integrate more connected products into their day-to-day. With the highest sense of personal well-being, it’s clear that this group believes technology helps improve their life.

Their Biggest Concerns: Long Repair Times & Difficult Installations

As technophiles own 16 connected products on average, interoperability is a high priority. With more devices than other key demographics, it’s no surprise that these consumers need help getting everything to work well together. Their biggest frustrations are related to wasting time, whether it’s with excessively long repair times or spending time with a difficult product installation.

Being able to use their technology right out of the box appeals to technophiles, which may mean that adding quick start guides and streamlining the setup process could earn brand loyalty. With these pain points in mind, it’s important to consider adding support services for this group.

Connecting with Them: Support for Ongoing Interoperability 

If something goes wrong — whether it’s the misuse of personal data or a cracked screen — technophiles want to know there’s someone to help. 

And, since they have the highest household income (averaging $89,000 a year), it’s not out of the question that technophiles would spend more money adding protection and support services for their many devices. They’re a group that’s focused on creating a seamless and simple connected world and they have the means to do just that. The key here is understanding that a technophile’s connected product is part of their lifestyle, and not just another electronic or accessory. 

Add more value to your product by offering upfront support, protection and upgrade services. Helping them use their devices immediately, protecting their privacy and keeping their devices updated can help target technophiles for years to come.

What other services should you provide for technophiles? No matter what you do, your answer impacts the other four types of consumers in significant ways. Learn how you can attract this large and diverse audience by downloading our latest white paper. You’ll discover the details about how the right partner can help you support and protect your customer’s connected world while keeping them connected to your business.

Read “Connected Consumers: 5 Key Segments and How They Buy” for more.