GWI Consumer Tech focuses on consumers’ tech preferences, habits and usage, across selected Core markets. The data set also includes a segmentation which identifies clusters of people with similar behaviors to create clear, distinct segments based on tech attitudes.
Our segments are listed under the "Device Personas" question, within the Device Attitudes & Qualities section of the data set. We have identified 4 device personas, based on responses given to the Device Attitudes and Tech Brand Qualities questions (please see the taxonomy for the full detail of these two questions). Below are the top 6 items that these clusters over-index for from these two questions:
Cost-conscious consumers
I care more about the cost of a device than its specifications
A device should only have features which you will use
Want tech brands to be value for money
Want tech brands to be user-friendly
I wait until my devices are at the end of their lives to update them
I would prefer to mix and match brands across devices if it meant it was cheaper
Style savvy techies
A device should improve your image
I care more about the appearance of a device than its performance
Want tech brands to be sleek
A device should be high-spec and have the latest features
Want tech brands to be bold
I wait until my devices are at the end of their lives to update them
Performance enthusiasts
A device should only have features which you will use
I care more about the specifications of a device than its cost
Want tech brands to be reliable
Want tech brands to be user-friendly
A device should be robust and last a long time
A larger screen on a device doesn't mean it's better
Cutting-edge connoisseurs
I tend to update my devices very regularly
A device should be high-spec and have the latest features
Want tech brands to be exclusive
Want tech brands to be sleek
The larger the screen on a device, the better it is
Want tech brands to be high-tech