IBM’s Saul Berman on the Massive Passives -> read his article at IBM.
The most clever description of how to describe the varying levels of the adoption of new technology by consumers came from Saul Berman, Partner, Media & Entertainment, IBM Business Consulting :
Massive Passives: The majority of the public is still very slow to accept new technologies into their lives that’s why broadcast television isn’t going away as we know it anytime soon.
Gadegtiers: These are the early adopters, the folks who run out and constantly buy the latest gadgets (myself included). While they only make up 5 to 10% of the public, they are just disruptive enough to put a dent in traditional media models. Generally this group is highly educated, affluent, male, and young . . . the most desirable advertising demographic. As they say, PVRs don’t need to be in 90% of homes, just 10% to have dramatic affect on the broadcast business model. In case you are keeping track, PVRs are at about that 10% threshold right now (of course this will vary from market to market).
Kool Kids: This group is obviously the younger generations who have never known what it is like to live in a “scheduled” media environment. I would estimate that anyone under the age of 25 possesses very strong “on-demand” media habits. As they grow older, these new media habits will grow more pervasive throughout society.
(summary from Beyond TV)