Democratizing technology to all consumers is a social requirement to drive retail innovation forward. Leaders will need to have teams create accessibility for consumers physically, geographically and financially.
Enable Techocracy
I find that technology is not usually accessible to me because it is very expensive. I am also partly disabled which makes it hard for me to use a mouse or keyboard on the phone or on another device.
- Catching Up
“
The metaverse, blockchain and web 3.0 is here, but consumers are on standby. Brands and retailers need to commit to privacy for consumers to accelerate growth through their unique position in consumer trust.
Advise the Meta-Averse
What % of consumers believe cryptocurrency makes transactions more secure?
Quiz Highlight
Do consumers value fiat money & VR technology? Two groups that dabble in technology haven’t fully digitalized their life. Both seek to understand the value thesis of moving into future technology and it’s up to brands to craft that.
Realize the VROI
Smartphone Surfers shopped on average 54 categories online–the highest of any OMNIFUTURE segment.
54
CATEGORIES
If you are making a big bet on future technology, then winning over the lucrative In the Matrix and New Age Explorer segments is key to success. One requires a bit of backtracking while the other can go a level deeper.
Enter the Matrix
Computer
Nintendo
Playstation
Xbox
VR Headset
11%
23%
26%
25%
22%
In the full report, transform your digital vision as you delve into each of the imperatives and what it means for your brand. See whether consumers are ready for the next generation of shopping & retail tech trends. More insights include:
Download the full report
to craft your strategy.
• What technologies are critical in getting privacy correct
• Cryptocurrency consumer research and consumer insights on NFTs
• Why internet accessibility is crucial to succeeding in a digital world
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A
B
C
D
20%
40%
60%
80%
A
B
C
D
20%
40%
60%
80%
DOWNLOAD THE REPORT →
Prepare for the Next Generation
of Consumer Shopping
OMNIFUTURE
Technology is accelerating at an unprecedented rate. Business leaders and executives are struggling to find the right digital strategy and big bets to invest in for their consumers.
Numerator’s OMNIFUTURE distills the technological world into six distinct consumer segments to help drive clarity in a tech-forward world and the imperatives to creating a shopping transformation.
SEE THE SEGMENTS
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17%
16%
22%
15%
14%
12%
TECH INTEREST BY SEGMENT
Of those aware but have not used the technology % of Respondents
DISCONNECTED
Delivery Apps
CATCHING UP
IN REAL LIFE
SMARTPHONE USERS
NEW AGE EXPLORERS
IN THE MATRIX
TECHNOLOGY IS NOT ACCESSIBLE TO SOMEONE LIKE ME
% of Respondents | Strongly / Somewhat Agree
TECHNOLOGY IS NOT ACCESSIBLE TO SOMEONE LIKE ME
% of Respondents | Strongly / Somewhat Agree
DISCONNECTED
CATCHING UP
IN REAL LIFE
SMARTPHONE SURFERS
NEW AGE EXPLORERS
AVG
22%
15%
10%
3%
10%
11%
IN THE MATRIX
Accessibility and interest in technology overall is the weakest among this group. Skewing retired, disabled and low-income, this underserved group are the least likely to find technology as being accessible to me.
DISCONNECTED (10% of the population)
Although similar in demographic profile to Disconnected households, Catching Up believes in giving technology a try even against all the headwinds they face if they are given proper education on it.
CATCHING UP (26% OF THE POPULATION)
This segment signals a transition towards using technology. While they are knowledgeable and have utilized shopping technologies, they seek privacy and prefer to shop in-store and being in the present instead of being virtual.
IN REAL LIFE (21% OF THE POPULATION)
Stopping short of future technology, this segment uses smartphones as a vector to shopping. While underexposed to future tech, they could be interested in it if they are shown how the technology can improve their shopping experience.
SMARTPHONE SURFERS (19% OF THE POPULATION)
New Age Explorers are young, but seemingly naïve. They’ve skipped established and emerging tech, but they are cautious and financially insecure now which is preventing them from diving deep in future tech.
NEW AGE EXPLORERS (20% OF THE POPULATION)
A niche group of super users who are ahead of the technology curve. They are familiar with and have used almost all technologies surveyed. The group skews younger, male, and are higher income. They forgo a greater degree of privacy to ensure quick access to innovation.
IN THE MATRIX (5% OF THE POPULATION)
Segment
F
Segment
E
Segment
D
Segment
C
Segment
B
Segment
A
Analyzing over 10,000 household’s purchase and attitudinal data through a latent-class segmentation, Numerator identified six consumer segments illustrating the spectrum of tech adoption. The segments range from those who are overwhelmed with the speed of innovation to those who dive head first in the digital waters of cryptocurrency, DTC shopping and virtual reality.
Discover the Segments
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Accessibility and interest in technology overall is the weakest among this group. Skewing retired, disabled and low-income, this underserved group is the least likely to find technology as being accessible to me.
DISCONNECTED (10% of the population)
Although similar in demographic profile to Disconnected households, Catching Up believes in giving technology a try even against all the headwinds they face. However, they need more education on it.
CATCHING UP (26% OF THE POPULATION)
This segment signals a transition towards using technology. While they are knowledgeable and have utilized shopping technologies, they seek privacy and prefer to shop in-store and be in the present instead of being virtual.
IN REAL LIFE (21% OF THE POPULATION)
Stopping short of future technology, this segment uses smartphones as a vector to shopping. While underexposed, they could be interested in it if they are shown how the technology can improve their shopping experience.
SMARTPHONE SURFERS (19% OF THE POPULATION)
New Age Explorers are young, but seemingly naïve. They’ve skipped established and emerging tech, but they are cautious and financially insecure now which is preventing them from diving deep in future tech.
NEW AGE EXPLORERS (20% OF THE POPULATION)
A niche group of super users who are ahead of the technology curve. They are familiar with and have used almost all technologies surveyed. The group skews younger, male, and are higher income. They forgo a greater degree of privacy to ensure quick access to innovation.
IN THE MATRIX (5% OF THE POPULATION)
In the Matrix
New Age Explorers
Smartphone Surfers
In Real Life
Catching Up
Disconnected
Analyzing over 10,000 household’s purchase and attitudinal data through a latent-class segmentation, Numerator identified six consumer segments illustrating the spectrum of tech adoption. The segments range from those who are overwhelmed with the speed of innovation to those who dive head first in the digital waters of cryptocurrency, DTC shopping and virtual reality.
Discover the Segments
CLICK TO LEARN MORE
IN THE MATRIX CONSOLE OWNERSHIP
% of Respondents
?
?
?
?
?
?
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Smartphone Surfers