Top Home PC Productives are the people who get things done. They are in the top tier in using their home PCs for personal & productive applications such as calendars, appointments, documents, and civic, church, or volunteer activities. This salt of the earth segment is further defined by their age: 25 to 54, which includes milennials (born 1977-1993 or age 18-34), GenX (born 1965-1976, age 35-46), and most of the younger boomers (born 1955-1964, age 47-56).
This important market segment is similar to the Home Honchos segment reported by Mary Jo Foley at ZD Net as being one of Microsoft’s target segments. It’s not identical, since Microsoft’s segments are likely proprietary. Also, we did not create this particular segment to be exclusive. In other words, the Top Home PC Productives segment overlaps our other profiles such as Top Home PC Shoppers, Top Home PC Funlovers, and Top Home PC Communicators.
This Consumer Tech Index reveals some insights about this important Top Home PC Productives segment.
Besides keeping themselves or family organized with their PCs, they enjoy eBook readers at a higher than average rate than others in their age group. They also push the envelope on how thoroughly they use their eBook readers.
You’re more likely to find them shopping in a Sony retail store than a Wal-Mart or Target store, and more often shopping for office supplies.
All of the above defining characteristics are indexed 200 and higher, meaning they are twice the rate of others age 25-54.
Top Home PC Productives are also above average in other activities, from writing their own blogs and sharing their videos online, to being Top Home PC Imagers and Top Home PC Shoppers. As their functional orientation might suggest, they index higher using LinkedIn for social networking than Facebook or Google+.
Top Home PC Productives are distinctive in the way they use their Smartphones as well, redeeming daily deals or coupons at a high rate and using them to read books and more.