Why Early Tech Adopters' Are an Audience All Brands Need to Know
Key Takeaways
Early tech adopters tend to be millennial (37%, versus 28% of the general public, male (+13 points) and non-white (-6 points).
This group is made up of heavy social media users, using X, TikTok and Reddit more than the average consumer, and engaging with brands on social channels.
The standout brands in net purchasing consideration reveal that beyond tech brands, they also are more likely to consider buying alcohol and luxury cars than the average.
Early technology adopters are an attractive consumer persona for any brand, not just those in the tech sector. Roughly one in three (30%) U.S. adults self-identify as early adopters, agreeing that they are “generally among the first to try a new technology product.” This group of savvy consumers are trend focused and driven to stay up to date, not just with their technology, but across all categories. They’re avid shoppers and are willing to pay more for premium experiences. In short, they’re big spenders and engage with brands and advertising channels more than the average bear, and worth understanding in depth.
Men and millennials overindex in the early tech adopter consumer profile
Early tech adopters are more likely to be male, millennial, and non-white. They also are more likely to live in cities, make at least a middle-class income, and have children living in their homes. This is consistent with Morning Consult’s findings about parents of Gen Alpha, in that fathers place higher importance on ensuring their kids have access to technology than mothers do.
Early tech adopters are more likely to be male, millennial and non-white
Early tech adopters’ higher income aligns with a more positive financial outlook: their view of both personal and business current and future conditions is rosier than the average consumer. For example, 31% say now is a good time to buy, versus 21% of the general population. That optimism helps to boost their spending despite macro swings in consumer confidence.
Early tech adopters are heavy social media users
Brands targeting early tech adopters should throw their weight into social media campaigns, as this cohort uses them quite heavily. In particular, they’re more likely to use X (formerly Twitter, +17 percentage points), Instagram, TikTok, Snapchat, Reddit and WhatsApp (all +14 percentage points).
They tend to follow accounts that help keep them ahead of trends, particularly gaming experts, chefs and food personalities, brands, and athletes.
Early adopters use all social media platforms more heavily than the general public
While on social media they also tend to watch live streams more than the general public (+11 points). Brand partnerships with streamers offer an opportunity to capture this engaged audience. They’re not just getting more screen time on their phones on social channels, this group is also more likely to use every streaming service included in the Morning Consult Audience data set.
Beyond technology brands, early tech adopters favor luxury goods, sports and alcohol
Examining the brands early tech adopters are more likely to consider purchasing than the general public reveals that this cohort seems like a lot of fun. Naturally, their net purchasing consideration (defined as the share who would purchase from a brand minus the share who would not) is higher for tech brands like Amazon Alexa, Apple AirPods, and Meta AI.
Early tech adopters’ top 25 standout brands
Beyond tech brands though, they also have differentiated purchasing consideration for several alcohol brands (Budweiser, Bacardi and Heineken) and luxury vehicles (BMW, Land Rover, Mercedes-Benz, and tech-forward Tesla). Their entertainment standout brands include Marvel, PlayStation and Call of Duty, the NBA and Madison Square Garden, a venue for all kinds of live entertainment.
Taken together, this brand list offers insight into how this group spends their time and money: they live large in luxury cars, enjoy sports and gaming, and don’t shy away from alcohol.
