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August 29, 2005

Moving Out Of Electronics Retailers [9:28 am]

And into everyplace else: DVDs and Fries: New Ways To Consume Technology[pdf]

Buying technology once meant having to trek to a specialty electronics store. But as the prices of laser disks and computer chips have plummeted and as gadgets have simplified, other types of outlets have begun to sell technology and entertainment offerings, turning sophisticated items into commodities like milk and eggs.

Josh Bernoff, a media technology analyst with Forrester Research Inc., said the idea of stopping by a retail food chain or other type of store to pick up technology appeals to a modern culture that’s obsessed with speed and efficiency.

[...] In some cases, retailers set out to target the last untapped high-tech market: technology laggards, people who might be somewhat intrigued by the new-fangled gadgets, but haven’t set aside the time and money to seek them out. An estimated 32 percent of Americans do not own cell phones, according to a 2004 survey by the Pew Research Center, and 38 percent don’t own computers, according to a 2003 U.S. Census Bureau estimate.

The surprise, retailers say, is that many of the customers who take advantage of the stores’ new high-tech offerings don’t fit the mold. These buyers are sophisticated about technology and looking for more seamless ways to integrate it into their everyday lives.

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