Neo to take on traditionals in new tech age

Huge discretionary spend

Meet the Neo group, the most likely buyers of new technology and users of online transactions, who are the subject of a new book to be launched in Sydney tomorrow.

The Neo consumer group was identified by co-authors and consumer behaviourists Ross Honeywill and Verity Byth after six years surveying more than 500,000 people.

It is a group that represents 24 percent of the Australian population and drives 54 percent of all discretionary spending. They are the subject of a new book entitled, Neo Power - how the new economic order is changing the way we live, work and play.

Fortunately for technology companies, Neos devour the newest tools and gadgets that technology has to offer including; 3G and 4G mobile phones, laptops, wireless broadband, iPods, digital cameras, PDAs and BlackBerries.

Honeywill says Neos are one of the first consumer groups to take the opportunity to portably connect with information and networks whenever and wherever they like, they are the lovers of products like Apple's iPod.

The book has been launched to assist technology companies and marketers to cater to the Neos who have taken on the traditionals when it comes to buying power.

The book describes traditionals as price-driven, less open to new technology and distrustful of online financial transactions.

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