London, 15 August 2005 – The latest MORI research into consumer technology, commissioned by European technology public relations consultancy Hotwire, has concluded that consumer technologies will not reach their full market potential until vendors can successfully engage with women and the over 45s.  According to an expert panel made up of leading industry commentators to discuss the findings, vendors must focus on product design and ease of use, and not over complicate their offerings with unnecessary features.

MORI interviewed more than 6,000 adults across Great Britain, France and Germany to establish usage levels of key consumer technologies.  The research identifies Britain as having the lowest technology adoption levels among the over 45s.  Across all technologies the country’s over 45s average 13 per centage points lower in adoption than their younger counterparts .  France performed little better, however in Germany vendors appear to be more successful in addressing the older market, with only a six per centage point difference in the average between the age groups, despite lower overall adoption of the technologies. 

The research investigated the uptake of broadband, 3G, MP3 players, personal video recorders, digital TV and Voice over Internet Protocol (VoIP).  While no country stood out as Europe’s early adopter market, the results highlighted some stark differences in the profile of each country’s pioneer users.

In Britain and Germany, early technology adoption remains primarily a male activity, averaging five per cent more men than women using the technologies. However, in France, usage statistics for broadband, 3G, MP3 players and VoIP all showed the reverse with two per cent more women using these technologies compared to their male counterparts.

Significantly, consumer technologies that demand more from the user than simple ‘plug and play’ have the lowest adoption levels. With a take up rate of just 12 per cent, Britain is lagging behind France and Germany in home networking (in which one or more PCs or electronic devices are connected). By contrast, 27 per cent of French and 25 per cent of German homes are networked.

At a recent seminar hosted by Hotwire, leading industry commentators suggested that the relatively low adoption of both VoIP and home networking in Europe could be linked to consumers being daunted by how hard the products are to set up, with the British proving the most reluctant and perhaps the least comfortable with new technologies. 

The panellists warned that the consumer technology industry must place ease of use and design at the forefront of product development to achieve market potential.  They blamed a competitive vendor culture for “feature over-kill” on products and recommended instead that vendors focus on technology basics in order to satisfy the real requirements of customers.

Brendon Craigie, senior partner at Hotwire, said: “This research indicates consumer technology adoption is lowest for technologies that are, or are perceived to be, overly complicated to use.  If the consumer technology industry is to continue to accelerate at its current rate it must address sceptical users through an integrated approach of improved product design and clearer communications of benefits and ease of use.”

Gareth Deere, Associate Director at MORI, commented: “The research findings highlight an opportunity for consumer technology vendors in market segments they may be neglecting. Re-evaluating product and marketing strategies to address the needs of these neglected segments could offer a real opportunity for vendors and service providers.”

Panellists at the London seminar hosted by Hotwire, included:
Charles Arthur, technology correspondent for The Independent
Alan Burkitt-Gray, editor of Global Telecoms Business
Adam Vaughan, managing editor at Stuff Magazine
Gareth Deere, associate director at MORI
Brendon Craigie, senior partner at Hotwire

The research was conducted among nationally representative samples of general public adults in Great Britain, Germany and France. Research was conducted during May and June 2005. Specific details of the research methodology employed in each country are as follows

France:  A total of 1,005 interviews were conducted by telephone among a nationally representative sample of adults aged 18+ on 1 June.  Fieldwork was conducted by CSA. The study represents 44.6 million French adults

Germany : A total of 968 interviews were conducted by telephone among a nationally representative sample of adults aged 18 to 60 between 3 May and 9 May.  Fieldwork was conducted by IMAS. The study represents 46.7 million German adults.

Great Britain : A total of 4,171 interviews were conducted face to face among a nationally representative sample of adults aged 15+ between 6-10 May and 19-23 May across 194 and 199 sampling points.  Fieldwork was conducted by MORI UK. The study represents 46.4 million British adults

Founded in 1969, MORI is one of Britain's fastest growing market and public opinion research agencies and the 20th largest research firm in the world. It provides a full range of quantitative and qualitative research services, working with hundreds of clients in both the private and public sectors. MORI embraces both traditional and technologically advanced research methods. Based in London, with offices around the world, MORI adds value to research with interpretation, recommendations, and advice. Experienced staff also offer clients a perspective from national and global socio-cultural trends. With a huge library of research data, MORI has benchmarks and norms in several fields, providing useful context for clients' findings.  MORI holds an important position within the British media, regularly providing senior staff as commentators across a broad range of topics.