Title: The National Technology Readiness Survey: Technology Readiness and Key Trends
1The National Technology Readiness
SurveyTechnology Readiness and Key Trends
- Charles L. Colby
- President
- Rockbridge Associates, Inc.
- 703-757-5213 ccolby_at_rockresearch.com
2Major Points
- Expect an e-Service Revolution (You aint seen
nothing yet!) - Major barriers to e-Service are confidence,
affordability and training - Despite barriers, Internet and e-Service usage is
pervasive and growing
3Our Research Program
- National Technology Readiness Survey
- Authored by Parasuraman and Rockbridge
- Replicated in 1999, 2000 and 2001
- Nationally representative telephone survey
- Sponsored by the University of Maryland Center
for e-Service - Other efforts in Austria, Sweden and Singapore
4The Book
- Techno-Ready Marketing How and Why Your
Customers Adopt Technology (Parasuraman Colby
Free Press, April 2001)
55 years of Research
What are we learning about the consumer behavior
of technology adoption?
6What is Technology Readiness? (TR)
- TR refers to peoples propensity to embrace and
use new technologies for accomplishing goals in
home life and at work - TR reflects an overall state-of-mind it is not a
measure of competence - TR is determined by optimism, innovative
tendencies, insecurity and discomfort
7Technology Readiness IndexDistribution
8Drivers of Technology Readiness
Innovativeness
Optimism
Technology Readiness
Discomfort
Insecurity
9TR Dimensions
- Optimism Positive view of technology belief
that it offers increased control, flexibility and
efficiency - Innovativeness Tendency to be a technology
pioneer and thought leader - Discomfort Perceived lack of control over
technology and a feeling of being overwhelmed by
it - Insecurity Distrust of technology and skepticism
about it working properly
10Technology Segmentation
11Characteristics of Technology Segments
- Optimism Innovative- Dis- Insecur- ness co
mfort ity - Explorers High High Low Low
- Pioneers High High High High
- Skeptics Low Low Low Low
- Paranoids High Low High High
- Laggards Low Low High High
12Implications for Marketing e-Service
from Techno-Ready Marketing
- Acquiring Customers
- Technology Evangelism
- Future-Ready Design
- Proving Benefits
- Retaining Customers
- Customer-focused Design
- Responsive Customer Support
- Reassuring Communication
132001 NTRS
- What are we learning about the e-Service
marketplace?
14In the 2000s, e-Service will grow, powered by the
user
Company
1990s
Technology
2000s
Employees
Customers
15Enabling users to access e-service in their homes
Important Technologies
- Technologies
- Instant Internet Access
- Customization
- Broadband
- Home networks
- Wireless networks
- Firewalls
- E-Wallets
- Home Videoconferencing
- Voice over Internet
- Benefits
- Convenience
- Speed
- Security
- Time savings
16Examples of Corporate Initiatives
- Credit Card Company allows its customers to
service accounts online - Brewery creates an online game to build loyalty
among young males - Oil company provides an online coupon program for
card members - Student loan provider markets new products
through an exclusive online customer website - Mortgage company originates loans online
- Long distance company signs up new customers on
the web - Network marketing goes online, creating an
leading e-commerce business
17Hold Everything!
Didnt the Internet crash and burn with the
dot.coms?
18Continued Growth
- NTRS shows consistent growth in the past three
waves - Penetration is projected to hit 90 by 2006
19E-Service Keeps Growing
20Shifting Paradigms Make way for .gov, .org, .edu
- E-Service usage among those online (2001)
- 61 researched health information
- 60 purchased goods and services online
- 55 visited a government web-site
- 38 checked bank account info
- 37 visited a .org website
- 21 did business with a government
- 20 moved funds across accounts online
- 11 took a course online
- 10 bought or sold securities
21Insecurity and Discomfort are Significant
Barriers to Adoption
Do not consider it safe giving out a credit
card number over a computer Technology systems
not designed for use by ordinary people Do not
consider it safe to do any kind of financial
business online
99 00 01 77 73 69 67 65
61 58 59 56
22The Technology Divide
72 of adults have a computer at home
23A Socio-economic Link
24Reasons for the Divide
- Lower TR consumers are less secure and less
confident about technology - Most of those who do not own computers would
accept one if offered to them for no cost - Affordability is a major obstacle
- Most have nots feel they need training to use
computers
25Critical Mass
Do barriers really stop people from taking
advantage of interactive technology?
58 have home internet access
21 can get access elsewhere
26The Internet is a Pervasive Medium
79 of adults get online somewhere, although 10
go somewhere besides home or work. Where do
they go?
- Friend or relatives house 70
- Public library 41
- College campus 26
- School 14
- Portable device 13
- Government office 9
- Cyber café 6
27Conclusions
- We should be prepared for a boom in e-services
- We should expect that nearly all consumers will
benefit from and use e-services - For all consumers, we need to find ways to make
technology easier to use, safer and more
reassuring - For have nots, we need to address issues of
affordability and training - We should not underestimate the drive to use
technology when it becomes essential