Pragmatic Users: Technology is a useful tool, but it’s just a tool

Place your alternate content here and users without the Flash plugin or with Javascript turned off will see this. Include a link to bypass the detection if you wish.

I am into efficiency and if technology can make me more efficient,
it's great.

On new technology:

  • Comfortable with change
  • Follow technological developments with interest
  • But don’t rush to buy the latest and greatest
  • Use electronics for all sorts of tasks, but can still imagine life with technology

Technology and Identity:

  • Don’t believe technology tells you anything about who they are
  • Not terribly concerned about how their techno tools look

what's important in technology:

  • Having tools that make their life easier or more enjoyable
  • Technology that works—no beta testers here

Demographics:

  • Age 18-34 24%
  • Female 41%
  • Higher income
  • Somewhat better educated

What they own:

  • Computers are integrated into their lives
  • They also use a variety of other electronic tools
  • They buy the tools they need when they need them—not just because they are new
  • Active with on-line buying and social media