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Research Shows Terminology, Product Complexity Impacting Adoption of New Technologies Worldwide
July 11, 2003 |Estimated reading time: 2 minutes
Sunnyvale, Calif. — A new study from the AMD Global Consumer Advisory Board (GCAB), released during its biannual meeting this year in Stockholm, Sweden, reveals why so many people around the world may be delaying their purchases of new technologies.
According to the study, too many potential buyers don't understand the language of the technology industry, and are delaying their purchases because products and terminology are too complex.
The report, which surveyed more than 1,500 consumers in China, Japan, the United Kingdom and the United States, revealed that only 3 percent of respondents got a perfect score on a technology terms quiz, which included terms such as "MP3," "megahertz" and "Bluetooth." And slightly more than half (65 percent) of respondents correctly identified the definition of "megahertz" from a lineup of three possible definitions.Even of the most knowledgeable (those who identified more than seven of 11 technology terms correctly), only slightly more than a third could correctly identify the definition of digital video recorder (DVR).
The study also showed that those who were least knowledgeable (those identifying six or fewer technology terms correctly) are the most likely to delay technology purchases. For example, 47 percent of those who scored the lowest state they will delay their purchases of digital cameras due to complexity.
Moreover, the study confirmed that people are delaying purchases of new technologies because the technologies are perceived as too complex. For instance, 40 percent of the most proficient consumers state they will delay purchases of personal digital assistants (PDAs) because the PDAs are viewed as too complicated. Setting up complicated technology products is also a key area of concern. Nearly half of all respondents (46 percent) strongly state they don't buy anything that is complicated to set up, and nearly two-thirds (62 percent) strongly agree with the statement that they "wish to have things work and not spend time setting up."
The study also suggests that the PC is a gateway to the adoption of other consumer technology products. For instance, 87 percent of those who plan to buy a DVR in the next 12 months already use a home PC, and 80 percent of those who plan to buy a DVD player in the next 12 months already use a home PC.
The AMD GCAB contracted with MetaFacts Inc., a full-service market research firm focusing exclusively on technology markets, to conduct the technology terms study. The study was a large-scale, international consumer survey measuring consumers' understanding of a range of technology products and terms, as well as consumers perceptions of products and resulting purchase intentions.
AMD is a global supplier of integrated circuits for the personal and networked computer and communications markets with manufacturing facilities in the United States, Europe, Japan and Asia. For more information, visit www.amd.com.