In the past decade, European consumers have adopted new technologies at an
explosive rate: Mobile phone penetration skyrocketed from 48% in 2000 to 84% in
2005, and the number of people regularly using the Internet almost tripled to 54%
between 1999 an
Titel der Publikation (Muttersprache)
European Consumer Technology Adoption Study
Kurzbeschreibung der Publikation (Muttersprache)
In the past decade, European consumers have adopted new technologies at an
explosive rate: Mobile phone penetration skyrocketed from 48% in 2000 to 84% in
2005, and the number of people regularly using the Internet almost tripled to 54%
between 1999 and 2005. Yet not everyone has adopted technology at the same
pace. Strong contrasts still exist across European countries: One-third of Germans
with Internet access do their banking online, but only 11% of Spanish consumers
bank online.
Companies must do more to understand their customers’ technology use in
order to communicate with them successfully. Retailers need to understand the
impact of technology on buying behavior; financial firms should find a balance
between traditional services and new channels; and consumer electronics firms
must determine just how fast they can push technology.
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