Technology has brought about immense change in the lives of American consumers. Today, eight-in-ten U.S. adults access the Internet and seven-in-ten use email and surf the web. Fully nine-in-ten adults have at least one mobile device and four-in-ten send text messages. While Americans wholeheartedly embrace new technology and adopt it quickly, others take a longer time to adjust before integrating new technology into their lives.

A new technology segmentation system developed by Experian Simmons uncovers four distinct groups of consumers to help marketers be more relevant in their targeting efforts and messaging.

• Wizards: “Technology is life”
• Journeymen: “Technology is an important part of my life”
• Apprentices: “Technology is changing my life”
• Novices: “Technology has a limited impact on my life”

As seen in the chart below, Journeymen are the most receptive to hearing about products/services via email and are increasing the amount of time they spend shopping and surfing the Internet. In terms of mobile advertising, Wizards are the best segment to target. They are interested in receiving mobile advertisements and are the most likely to purchase products they see advertised on their cell phones. Click here for more results from the study.

Today’s consumers are more connected to their electronic devices and gadgets than ever before. To provide insight on the demographic traits and behavioral tendencies of the consumers that purchase electronics in America, Experian Simmons analyzed relevant information from its 2009 National Consumer Study and New Media Study. Key findings include:

• Seventy-one percent of new TV buyers in 2009 reported purchasing either an LCD or plasma TV, more than double the rate in 2006
• Nearly half of all TV buyers reported that the screen size of their most recent purchase was 40 inches or larger
• Between 2006 and 2009, ownership of VCRs among US households dropped 13% to 79%. Meanwhile, DVR ownership doubled
• The most popular mobile function today is taking pictures, which 70% of mobile phone owners do each month
• Video gaming among adults grew a relative 9% between 2007 and 2009, with half of almost all adults now saying they own or play games