Strategy Analytics reinforces the changes required in segmentation of consumer target markets to cater to connected digital life behavior. Thinking differently is more important than ever. The value of major age categories like baby boomers and the like has been low even before, but when assessing what to offer and to whom and how in the digitized life category of offerings, it is clear that there are segments but they do not align with our age.

Strategy Analytics has come up with segments like Prudent Nesters, who are late adopters but view the Internet as a vital communications tool, or Connected Aspirers, who have the strongest interest in technology but only adopt products at an average rate. Affluent Technostyles, who make up about 10% of households (developed world - 8 countries in Europe and the US), have twice the ownership and usage rates for many digital products compared with the average consumer.  See the full story.