Consumers Willing to Pay More For Technology, says Accenture Survey

DDI: 111

Accenture's insights on consumer attitudes toward technology will likely be largely accepted among high-tech marketers because of the firm's strong track record to place large studies in A-tier media, including the industry trade magazines. That's an unfortunate consequence of this study, which is flawed in its methodological approach of gathering consumer insights about technology through an online survey where an inherent bias to high-tech attitudes exists. I would much prefer to use the data from a phone study, as some other researchers out there have done. Nonetheless, because of the media penetration this study will bear, I increase the DDIs of the big three technology vendors that this study affects -- namely Apple (DDI 154, +5.3), Microsoft (DDI 163, +4.2), and Dell (DDI 133, +2.2).