US Consumers Will Continue to Embrace Digital Products
Among other things, Forrester predicts that by 2010:
- 62% of American households will have broadband Internet access (double the number in 2004)
- 53% of Americans will own a laptop
- 37% of Americans will own digital video recorders (DVRs)
- 55 million Americans will shop online (up from 39.5 million in 2004)
The survey, which covered 68,000 households, also found that sales of nearly all types of digital devices went up in 2004, with MP3 players and digital cameras leading the pack.
Perhaps most importantly, the survey revealed that technology is losing its geeky image. The average American has a comfort level with high-tech that wasn't there before... perhaps fostered by the maturing of the younger generations for whom computers and the Internet were second nature. Rather than expressing wariness about new devices, Americans feel good about digital products and are incorporating them into their lives. Says Forrester analyst Ted Schadler, "We are moving well beyond the point where early adopters drive the sale of new technology." He also advises advertisers and marketers to tailor their sales messages accordingly.