Gartner Research

How to Use Personal Technology Statements in Product Marketing

Published: 29 January 2016

ID: G00291923

Analyst(s): Amanda Sabia, Meike Escherich

Summary

Our worldwide personal technologies survey gives marketing managers at device vendors a clear picture of how consumers perceive themselves as technology users. The results can help with mapping out specific target segments and defining more differentiated, effective lead-generation campaigns.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • One in two respondents strongly expresses not replacing a device until it absolutely has to be replaced, requiring marketing managers to reassess market opportunities for this user category, as purchases of personal desktops, laptops and tablets are forecast to stagnate over the next three years
  • One in five respondents strongly claims a willingness to pay full price rather than wait until later, motivating product marketers to find specific ways to identify and engage this buyer group, which will drive early adoption of new form factors
  • One in four respondents strongly agrees to share private data if there is some kind of personal gain from it, which prompts marketing managers to make this knowledge an integral part of future campaigns, especially around the ultimate goal of a fully developed "Be Me" experience

Appendix

  • Definitions

Gartner Recommended Reading

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