Mosaic Technology Adoption
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Technology Adoption Groups and Descriptions
An individual's technology group/type shows how likely they are to engage with technology.| Icon | Group Name | Group Description |
|---|---|---|
| Wizards | Technology plays an important and broad role in a Wizard's life. These individuals cannot live without the internet or imagine life without new electronic gadgets. Wizards are enthusiastic and adventurous users of new technology. It helps them keep track of their social calendars and makes leisure time more interesting. This group still wants more from technology, and their desire helps move the industry forward. | |
| Journeymen | Journeymen have become skilled users of new technology. They are very confident with and knowledgeable about technology and are willing to experiment with a few features, benefits, and devices. Adopting new technology lets Journeymen continually improve upon the way they use it. While cutting-edge electronic devices may help Journeymen organize their busy lifestyles, new technology is not always their top priority. | |
| Apprentices | Apprentices take advantage of technology, using the internet often to get needed information. New gadgets enhance their lives to a large extent, but there is still room for them to expand their usage. Apprentices are willing to learn and incorporate new technology into their lives, but they are sensitive to price and often make their purchase decisions based on this rather than desire alone. | |
| Novices | Novices are disconnected from emerging technology and resistant to adopting a new technology-focused life. They may have a desire for new digital produces and services if they are simple and easy to use. This group does not understand what kinds of opportunities and experiences technology can provide them, and they have very limited engagement with new technology. |