How do consumers feel about evolving tech

Hope and Skepticism in a Tech-Driven World

When it comes to technology, consumers today are torn between excitement and hesitation. To better understand this push and pull, Assurant developed the Tech Sentiment Index (TSI), a measure of how people feel about technology overall. This year’s TSI comes in at 58.7. While this leans slightly positive, it’s clear there’s a balance of emotions in play. For businesses, this signals an opportunity to address both the hope and the skepticism that define today’s tech landscape.

Cost Sensitivity

44% express frustration about the high cost of tech

AI Trust Divide

31% find AI trustworthy

57% are concerned that AI will lead to significant job losses

Mental Health

24% want to spend less time on their devices

19% doubt they will be able to cut back on screentime

Device Protection

48% are more likely to purchase tech if a protection plan is included

How can you market effectively to TECH ENTHUSIASTS?

Tech Enthusiasts (13%) are early adopters excited by the latest innovations. They actively seek out new gadgets and are willing to invest in premium products to remain at the forefront of technology. Emphasize innovation, exclusivity, and early access. Highlight how your product pushes boundaries and delivers unique value.

How can businesses connect with CAUTIOUS OPTIMISTS?

Cautious Optimists (29%) are consumers who appreciate the benefits of technology, but adopt it slowly, preferring a “wait and see” approach. Offer transparency, value-focused pricing, real-world use cases, and dependable customer support.

What strategies work best for TRADITIONAL MODERATES?

Traditional Moderates (27%) are practical consumers who prefer reliable, no-frills technology solutions. Focus on simplicity, durability, and practical benefits. Avoid overcomplicating messaging or design.

What do TECH RESISTERS care most about?

Tech Resisters (31%) are the most skeptical segment when it comes to adopting new technology. They tend to avoid change unless it’s absolutely necessary and often question the value that new tech brings to their lives. They need simplicity, affordability, and practical reasons to adopt technology.

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Staying Ahead of the Curve

Technology is evolving at lightning speed, changing how we live, work, and interact with the world every day. From artificial intelligence and 5G networks to the groundbreaking possibilities of quantum computing, this next generation of innovation is set to redefine consumer experiences. Staying aligned with consumer priorities can secure your spot as a trusted leader in this dynamic space.

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Connected Consumer

The Connected Consumer Trends Report

Hope and Skepticism in a Tech-Driven World

A Closer Look at the TSI Score

The Four Tech Personas

How can you market effectively to TECH ENTHUSIASTS?

How can businesses connect with CAUTIOUS OPTIMISTS?

What strategies work best for TRADITIONAL MODERATES?

What do TECH RESISTERS care most about?

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