‘Anywhere Consumers’ To Reshape The Way Tech Brands Market Online
iPhones, BlackBerry devices and even T-Mobile’s new Android-powered phone would not have the mass appeal they currently do if it weren’t for a new breed of consumers helping to spur widespread adoption, according to new research from the Yankee Group. Called “anywhere consumers,” they prize connectivity at all times, and their media and technology usage habits should shape the way that tech-centric brands try to reach them both on- and offline.
Yankee Group surveyed more than 4,000 consumers both on- and offline in April, and five unique “anywhere consumer” segments emerged. At the forefront of the market are the “actualized anywheres.”
