Predicting the popularity of new consumer technologies is an enormously difficult task. The unexpected success of text messaging in the 1990s took operators completely by surprise. Data on current consumer technology adoption rates can therefore provide valuable insights in the marketplace.

In the first of a series of reports, Hotwire has teamed up with market research company MORI to identify and analyse trends in consumer technology adoption across France, Germany and Great Britain. The purpose of the report is to provide the PR industry with a valuable tracking index of the most important consumer technologies with an accompanying analysis of the major issues which are driving or hindering adoption in Europe’s key markets.