New York -- There is a new opportunity for retailers to market beyond the technology savvy and often male consumer pool to a larger group of less technology informed with customer service programs that provide basic device educational training around devices and product bundling to ease the buying experience, according to a survey by Cisco Internet Business Solutions Group (IBSG).
The study finds that while the early adopter segment for consumer electronics is comprised largely of young affluent males, the leaders in digital content consumption — including Internet-based video, digital imagery and social media — are women. However, companies that sell consumer technology devices may be are singularly ill-equipped to maximize device sales because their messaging and in-store marketing efforts are skewed to young male early adopters. With females noted as the leaders in digital content consumption, retailers need to rethink their marketing, the report recommends.
In other findings:
The report notes that one of the best examples of