The National Technology Readiness Survey: Technology Readiness and Key Trends Charles L. Colby President Rockbridge Associates, Inc. 703-757-5213 – [email protected] Major Points… Expect an e-Service Revolution (“You ain’t seen nothing yet!”)
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What are we learning about the consumer behavior of technology adoption?
107Technology Readiness Index:Distribution
InhibitorsDrivers of Technology Readiness
Optimism Innovative- Dis- Insecur- ness comfort ity
Explorers High High Low Low
Pioneers High High High High
Skeptics Low Low Low Low
Paranoids High Low High High
Laggards Low Low High High
Responsive Customer Support
Reassuring CommunicationImplications for Marketing e-Service…
…from Techno-Ready Marketing
What are we learning about the e-Service marketplace?
Instant Internet Access
Voice over Internet
Time savingsEnabling users to access e-service in their homes
Didn’t the Internet crash and burn with the dot.coms?
Make way for .gov, .org, .edu
“Do not consider it safe giving out
a credit card number over a computer”
“Technology systems not designed for use by ordinary people”
“Do not consider it safe to do any kind of financial business online”
77% 73% 69%
67% 65% 61%
58% 59% 56%
72% of adults have a computer at home
Do barriers really stop people from
taking advantage of interactive technology?
58% have home internet access
21% can get access elsewhere
79% of adults get online somewhere, although
10% go somewhere besides home or work.
Where do they go?
Friend or relatives house – 70%
Public library – 41%
College campus – 26%
School – 14%
Portable device – 13%
Government office – 9%
Cyber café – 6%