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Monday, May 9, 2011

Complex needs cause consumers to search for simplicity

Today’s Marketing Daily offers a story about consumers who own 14 or more technology devices.  Citing survey results from Accenture, the article asserts that these heavy users of technology with they could have a single-source provider who helps them service all of their various technology tools.  Click here to see the story.

Implications:   Three things struck me about the headline and essence of this article.  First, that so many consumers have become intense technology owners.  But if you stop and think about it, with a computer or two at the office, another two or three in the household, plus a cadre of smartphones… it doesn’t take long for the typical American family to slip into the “high tech overload” group.

Second, the needs of a heavy-user in a category can be distinctly different from the moderate or light users of a category, when it comes to technology tools.  But couldn’t the same be true for customers of a bank, supermarket, or sporting goods store?  The heavy user in many categories has distinctly different needs (benefits) compared to the rest of us.

Finally, technology—while purportedly designed to accelerate and simplify our lives—is often the very thing that makes it more complicated.  And when that happens, customers seek the provider who can simplify their lives.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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