Based on a recent survey of more than 1,000 American adults, Gallup has grouped the adult population into 4 groups according to ownership of consumer electronic devices. Interestingly, “Super Tech Adopters” emerge as the largest group (by a hair) – at 31% of respondents. Of the 12 consumer electronics devices identified, 9 see penetration rates of 67% or higher in this group. (Two of the remaining 3 devices are VCRs and basic cellphones…) “Super Tech Adopters” – predictably – skew young.
In fact, 84% of “Super Tech Adopters” are aged 18-54, and the group has an average age of 39. A majority 53% earn at least $75k per year – the highest of the 4 segments. This group is also more likely than the others to be comprised of college graduates and to be employed.
Smartphone ownership is universal among “Super Tech Adopters,” and home wireless internet penetration is almost ubiquitous (99%). Almost all own a DVD or Blu-ray player (96%), a laptop (95%), and many (78%) a tablet.
The next group – “Smartphone Reliants” – represent 19% of the adult population. While 93% own a smartphone, just 65% own a laptop and only 21% a tablet. This group has almost the same average age (40) as “Super Tech Adopters,” but are only half as likely to have graduated from college, and tend to have smaller incomes.
“Mature Technophiles,” the third identified segment, comprise 22% of the population. This group compares favorably with “Super Tech Adopters” in home wireless internet penetration (98% owning) and DVD or Blu-ray player ownership (91%), but fall behind in smartphone penetration (47%). In other words, this group is likely to own a variety of home-based electronics, but are less likely to have adopted a variety of portable devices. Demographically, this group has an average age of 50, and skews more to the higher-income, college-educated crowd than “Smartphone Reliants.”
Last – but certainly not least – are “Tech-Averse Olders.” At 28% of the population, this group is almost as large as “Super Tech Adopters.” But that’s about the only similarity they have. Smartphone penetration is very low (16%) among “Tech-Averse Adopters,” as is home wireless internet access (20%). Just 1 in 5 own a laptop, and only 4% a tablet. Not surprisingly, this group is the oldest on average (58). A majority 56% also earn less than $30k, and two-thirds have no college education.
About the Data: Results for the Gallup poll are based on telephone interviews conducted Dec. 5-8, 2013, with a random sample of adults, aged 18 and older, living in all 50 U.S. states and the District of Columbia.
For results based on the total sample of 1,031 national adults, the margin of sampling error is ±4 percentage points at the 95% confidence level.
