Understanding consumers’ love (and apprehension) of new technology

On one end of the spectrum, there are consumers who are fascinated by the possibilities technological advances offer. They’re enthusiastic about how access to technology has removed barriers, enabling opportunities for people to start businesses, pursue passions and connect with like-minded folks from around the world. In fact, 7 in 10 consumers in the U.S. and Europe believe technology is a great breakthrough that has levelled the playing field, allowing anyone to have influence and be a credible “expert” with a point of view.¹

Not surprisingly, consumers who enjoy digital connection have an enthusiasm for new technology. They seek information about the latest products and innovations, and they’re excited about the ways technology can better their lives. These consumers often feel the joy of consumption, and find gratification through purchasing consumer goods. This cohort of consumers may value status recognition – a desire to be held in esteem and respect by others. They tend to live an ecological lifestyle. And they see advertising as stimulus, and enjoy advertising in a wide range of venues, from magazines, to TV, to out of home.

Tech enthusiasts are receptive to advertising. They want to hear about new products and services: 60% of U.S. and 65% of European consumers say they always keep informed about the latest technological developments.² These consumers also appreciate instant gratification: six in ten consumers in both the U.S. and Europe believe: “we’re in an era where we can reach anyone and get anything at our fingertips, on-demand – [which is] amazing.”³ Advertisers seeking to reach this group should consider leading with an innovation message that illustrates how your product removes barriers and enables people to pursue their passions, whether it be a business or a hobby.

On the other side of the spectrum, some consumers report feeling an undercurrent of tech-related anxiety. Four in ten consumers believe new technologies are causing more problems than they are solving (41% U.S., 39% Europe).⁴ With our world increasingly becoming digital-first, these consumers are concerned that unique human skills are losing out to technological replacements. These consumers are especially worried about a potential loss of human connections that come from real-life interactions.

Tech enthusiasts are receptive to advertising. They want to hear about new products and services: 60% of U.S. and 65% of European consumers say they always keep informed about the latest technological developments.² These consumers also appreciate instant gratification: six in ten consumers in both the U.S. and Europe believe: “we’re in an era where we can reach anyone and get anything at our fingertips, on-demand – [which is] amazing.”³ Advertisers seeking to reach this group should consider leading with an innovation message that illustrates how your product removes barriers and enables people to pursue their passions, whether it be a business or a hobby.

Tech-anxious consumers are hungry for real-life connections. They yearn for real-life experiences, slowness and authentic human connections, rather than the more digitally-based lifestyles that new technologies are creating (80% U.S., 82% Europe).⁵ These consumers report becoming increasingly impatient, and their willingness to wait for anything anymore has shrunken drastically (39% U.S., 40% Europe).⁶ Advertisers must be mindful of this consumer group, and be empathetic towards their need for digital de-stressing. This group, however is open to advertising; they see it as a trustworthy source of information. When reaching these consumers, brands can consider incorporating messaging around the value of authentic human connections, and how they help facilitate them. Brands may also consider finding opportunities to reach these shoppers in ways that provide helpful, meaningful, in-person experiences.

Whether they’re tech-enthusiasts or tech-anxious, both groups value communities and human interaction. Tech-enthusiasts are excited about the possibilities of a more connected, global world, in which people have better access to resources and information. The tech-anxious are seeking connections with others, too, though preferably in the physical world. When messaging to a broad audience that may include both consumer groups, brands may want to highlight how their products and services integrate with existing consumer habits, and offer the potential to help consumers forge more meaningful connections with others – both on-screen and off.

^1-6 Environics Research, “Amazon Advertising | Social Values Global Consumer Themes”, U.S., U.K., Spain, France, Germany, Italy, 2021.