Brodeur survey targets consumer confusion about technology

BOSTON and LAS VEGAS: A Brodeur survey found that technologically confused customers was keeping a large percentage of consumers from buying products.

BOSTON and LAS VEGAS: A Brodeur survey found that technologically confused customers was keeping a large percentage of consumers from buying products.

The survey, conducted by Forrester Custom Consumer Research in November, included 2,500 American respondents and probed consumer opinions about more than 150 technology brands.

A Forester-created "confusion index" determined how consumers felt about particular technologies. The most taxing activities were found to be adding memory to a digital camera and sending text messages from their mobile phones.

Brodeur also learned that nearly 50 percent of consumers who rate themselves as "extremely confused" have delayed the purchase of a new technology product by more than a year from the time they first considered it.

"We now have a much better picture of who exactly is going to buy all the new technologies out there," said EVP Michael Brewer in a release. "This will help us develop communications programs for our clients that have more impact in the market."

In other results, 70 percent of consumers said they would talk to friends about a negative experience they had at a retailer.

Included in the study were 80 brands; 35 consumer electronics manufacturers; 20 cable, satellite, and wireless service providers; 12 online service companies; and more than 15 retailers.

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