Who would queue overnight for the latest iPhone?

With the iPhone 7 out on Friday, we can expect the usual overnight queues from the hardcore early adopter consumers determined to be the first to get their hands on the latest mobile.

They may not all camp out overnight, but latest data from Kantar Media’s TGI study of British consumers reveals that iPhone owners are 55% more likely than the average adult to agree ‘I buy new products before most of my friends’ and 23% more likely to agree ‘I try to keep up with developments in technology’.

Of course, those who try to keep up with technology use all kinds of smartphones and represent a particularly key group to many marketers as early adopters able to lead other consumers to convert to the latest gadgets. Indeed TGI data shows that those who try to keep up with technology are almost twice as likely as the average adult to believe they can very likely influence others with their views on mobile phones and apps.

Looking at some of the other attitudes that mark these technology lovers as different to others, they are particularly likely to wish to stand out generally – something marketers should bear in mind in their messaging when seeking to reach this group. For example, they are 59% more likely to believe their car should catch people’s attention, 53% more likely to wear designer clothes and 46% more likely to like to have control over people and resources.

Similarly, there are a number of media biases amongst this group that could be leveraged to reach them particularly efficiently. They are 61% more likely to agree that the tend to buy products from companies who sponsor sports events and teams, 55% more likely to believe advertising within video or computer gameplay enhances the realism of the game and 48% more likely to feel valued by companies who send them mail.

Clearly, those who keep up with technology are commercially very valuable. Segmenting these target audiences and understanding what drives their purchases is key for marketers in an increasingly competitive consumer technology market. 

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