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Living with – or without – technology: z survey reveals some interesting findings

03-August-2006
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Living with – or without – technology: z survey reveals some interesting findings

A global survey done on ‘Living with – or without – technology’ by Synovate, the market research arm of Aegis Group Plc, has thrown up some interesting findings. LG and Sony have been recognised as two cutting edge technology companies in India.

The survey also found out that while a mobile phone was the gadget most people could not live without, almost one-quarter of respondents’ claimed they could live without any of their high-tech toys.

Synovate had surveyed 5,500 respondents in Canada, China, France, Hungary, India, Romania, Saudi Arabia, Slovakia, Taiwan and Thailand, asking about their attitudes toward the latest technological devices in the marketplace.

Having the newest technological gadget is important to a large majority of people in Saudi Arabia (87 per cent), Romania (65 per cent) and India (60 per cent). And across all countries, 45 per cent of respondents said that they could not live without their mobile phones, particularly Saudis (68 per cent) and Thais (61 per cent). Laptops were considered the next most indispensable piece of technology across the sample (9 per cent), followed by plasma/LCD TVs (8 per cent). Respondents under the age of 35 were most attached to these and other electronic devices such as DVD or MP3 players and TiVo systems.

When faced with a feast of choices among fast-changing technological devices, respondents were almost evenly split on what features are most important to them – price and ease of use at 28 per cent each, and brand name at 27 per cent.

Synovate India, Managing Director, Alok Shanker, said “Indians are most brand conscious of the gizmo they tote. Price to a certain extent does have ramification on the purchase decision.”

Synovate also uncovered some interesting demographic trends. More men than women often explained the technology to their partner, friends and family (50 per cent versus 30 per cent) and spent a lot of time learning about new technological developments (41 per cent versus 27 per cent).

After mobile phones, men cited laptops as their most indispensable gadget, however, women considered a plasma/LCD TV the second most essential piece of technology.

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