Technographic segmentation

Technographic segmentation is a method of consumer market analysis that categorizes consumers based on their ownership, use patterns and attitudes toward information, communication and entertainment technologies.

The concept and technique was first introduced in 1985 by Dr. Edward Forrest (Florida State University) in a study of VCR users and later elaborated upon in the article, "Segmenting VCR Owners" published in the Journal of Advertising Research (Volume 28, No.2, April/May 1988:ppgs 29-40). Subsequently, the concept has been adopted by Forrester 19:18, 15 August 2007 (UTC)Dr as a research service for IT and marketing professionals, business strategists and technology industry executives.

The need for devising a segmentation scheme based on the role and scope that technology plays in consumers' lives became evident by the late 1980's with the advent of personal computers and home video recorders. By the 1990's with the explosion in internet use, personal digital assistants and cell phones, information and communication technologies were emerging as the central focus and defining force in a wide range of occupations, avocations and life-styles.