Many recent technological improvements, which might have seemed outlandish even five years back, have begun to go into the mainstream.
Take fingerprint recognition an improvement which has come so much that 64 percent of us would consider using it to access our bank account.
Yet there are many others — like Google Glass and 3D TVs — which neglect to create the exact same effect.
For all the innovations that become part of our everyday lives, there are many others which fail to create the Identical effect
But why do some technological advancements take off and others not? One reason is they don’t clear the hurdle of scepticism.
Our newest Megatrends: Targeting the non-believers report shows that there are, broadly speaking, two different types of customers that are reluctant to adopt new technologies — “worriers” and “sceptics.”
Our data demonstrates that for a brand new technology to become mass market, the concerns of “worriers” and “sceptics” need to be dealt with.
New tech sceptics are the type of people you would anticipate — being likely to be wed whose chief concern is risks to their own privacy.
However, these fears can be allayed.
For instance, when it comes to personal digital assistants, 74% of women aged 55+ are somewhat concerned about security problems. Yet nearly as many (72%) would welcome fingerprint scanning as a security option.
New technology sceptics are likely to be wed, over-55, and female
Meeting their worries and providing a solution could yield significant rewards as, while this group is sceptical about technological advances, this doesn’t mean they’re emptied or unengaged.
About a quarter of girls aged 55+ will be happy to get a personal assistant to help them — or do — their finances and recommend leisure activities. Additionally, 40% would want it to assist them with — or take care of — their vehicle’s upkeep.
In contrast, the worriers are likely to be girls in a connection aged between 44 and 35.
And although they have worries, like the sceptics they are not averse to new tech.
Brands should focus on allaying security and privacy fears
Therefore, while they’re more prone than the general public to be worried that the data from a wearable will be utilized for companies to learn things about their lifestyle, they’re even more likely than the population at large to desire to obtain a wearable since it’s the “next big thing.”
As with the sceptics, brands must focus on allaying security and privacy anxieties — and advertising is a good channel for this.
Our data indicates they are particularly mindful of ads in public areas (for example, rail stations, on public transportation and on posters/billboards) and also ones featuring celebrity endorsements.
Turning a spark into a fire
Our information indicates that cynicism instead of fear provokes while many trends that are emerging will take off.
A good example of this is 3D printers where 44% of individuals say they don’t know what they’d use one for and 37% say they just don’t need you. However, almost 60 percent of 25 to 34 year olds say they can think of a use for one.
The very first spark of any technology fad needs to come in the groups who are likely to attempt them
This perhaps is the secret — the larger image lies in the demographic particulars. The first spark of almost any engineering fad should come in the groups who are most likely to attempt them.
However, to turn this little spark into a fire, allayed and the concerns of consumers that are suspicious need to be addressed.
Find out more about how to target these consumers at the report: Megatrends: Targeting the non-believers