What the Haves admit to enjoying
Efficient Living: saves time, gives me the best deals
Emotionally Anchored Living: takes geography out of relationships
Barrier of Relevance: "The Internet is only for business people and people who travel abroad frequently. How can it benefit us? "
Barrier of Exposure: "It does not go with our culture. It is definitely not for girls."
Barrier of Inadequacy: Seen as a distant and complex entity, Techno phobic - "I have never used a computer-it has so many buttons, I might do something wrong ."
Barrier of Fear: "I will not let my children near the internet even if it is for half an hour. Even if it is free. Pornography and adult content is easily available”
Barrier of Language: "If it was in our regional language we would even get our neighbors and friends to use it ."
Barrier of Inertia: "How can I learn something new now? (age factor) “I don’t need it for my job” “Probably it will be useful for my children - but later”. "What is the need for it?"
The trick for internet brand marketers of course is to show the Have-nots what the Haves have seen, and find those exact moments of truth that makes people cross the fence.
What about the largest barrier in India, which is lack of physical access to the internet?
ReplyDeleteFew more things which are stopping Havenot's -Infrastructure,lack of local content, accessing internet from public systems(net cafes, colleges)
ReplyDelete