Connect with us

Hi, what are you looking for?


Early adopters of tech: the young British Asian demographic is ahead of the curve

using tech

Young British Asians tend to be early adopters of new tech, and by learning how to engage with this expanding market could allow a brand to develop a strong consumer network effect for their products or services, this is according to integrated marketing agency, Mediareach.

Collectively, British Asians make up nearly 7% of the population, and 34.3% of them are between the ages of 18 and 34. Most notably, Indian and Chinese groups are the most affluent ethnic groups in the UK, with 42% of Indian and 29% Chinese households attaining an average weekly income of more than £1,000, compared to 28% of their White British counterparts.

Saad Al-Saraf, CEO at Mediareach, stated: “A recent report called ‘From Ostrich To Magpie’ published by the Confederation of British Industry (CBI), said that the low take-up of readily available technologies could be driving the UK’s productivity problem.

“The CBI created a separation between ‘ostriches’, those who keep their head in the sand and avoid new tech, and ‘magpies’, those who are drawn to cutting-edge products. The report stated that if British companies addressed this issue and became ‘magpies’, they could add more than £100bn to the UK’s Gross Value Added (GVA).”

Not everyone in Britain is lagging behind, though.

“In order to identify how a certain market approaches disruptive and innovative ideas, the technology adoption life cycle, that’s made up of five categories, was created. Going in line with the analogy made by the CBI, the first two fall into the ‘magpie’ side of the spectrum, the third one is neutral, and the remaining two belong in the ‘ostrich’ category,” continued Al-Saraf.

First up, are the ‘innovators’, who usually make up 2.5% of a certain market. They are the first ones to embrace innovation and are always willing to take risks. This is down to the fact that they generally tend to have higher incomes and are from a younger demographic. The next category is the ‘early adopters’, who typically make up around 13.5% of the market. They tend to be of the same age and social class as the innovators, but the key difference is that they are also opinion leaders and can shape the public perception of a brand and its products.

Another category is the ‘early majority’ who make up around 34% of a consumer market. They often adopt new technologies at varying speeds. They take longer than innovators and early adopters to accept disruptive ideas and products, but their level of income is about the same. The opinions of early adopters can easily sway them.

The ‘late majority’ make up 34% of consumers. They are characterised as having a below average-income, little to no contact with innovators and early adopters, and a very high degree of scepticism. Finally, the ‘laggards’ make up the remaining 16% of the tech market. They tend to be older, have lower incomes and like to stick with traditions. This group has no sway on the opinions of any of the other consumer categories.

Al-Saraf added: “It is no secret that the Asian market, especially the younger generation, are quick to adapt to innovation. A survey found that 33% of them said that they were always among the first to try new technologies and electronic products, whilst 69% said they were open to making purchases on smart home devices, such as smart speakers.

“Although these figures look at consumers within Asia, it doesn’t mean that there aren’t lessons to learn for brands looking to target British Asian consumers. As a growing number of students and professionals from the region arrive in the UK in search of new opportunities each year, brands should learn how to engage with and profit from this expanding market. For example, a study by Barclays Wealth found that 47% of China’s High Network Individuals (HNWIs) plan to move abroad within the next five years, with the UK being among their top destinations. Elsewhere, brands could also look at targeting increasingly wealthy Asian tourists (obviously more-so post-pandemic).”

It’s worth noting that Asian audiences have also been found to be less loyal to brands, giving newer companies a chance to attract consumers who are purchasing from competitors. Better still, this demographic loves new experiences and enjoys sharing their perspective and being heard. For companies, understanding where early adopters’ greatest potential lies, in this case, young British Asians, could allow a brand to develop a strong consumer network effect for their products and services.

“As the Asian community grows in both numbers and wealth, creating specific marketing strategies to target all the different sub-groups within this category is an excellent step for brands to take. Most importantly, knowing who you need to engage with and how to do it, can be make-or-break when looking at the potential success of a new product,” concluded Al-Saraf.

Read more:
Early adopters of tech: the young British Asian demographic is ahead of the curve

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Get the daily email that makes reading the news actually enjoyable. Stay informed and entertained, for free.
Your information is secure and your privacy is protected. By opting in you agree to receive emails from us. Remember that you can opt-out any time, we hate spam too!



By Keisha B. Ta-asan, Reporter PHILIPPINE BANKS will continue to see improved profits this year, supported by better margins following the central bank’s rate...


THE PHILIPPINE government’s move to grant value-added tax (VAT) refunds for foreign tourists is expected to boost the tourism industry’s recovery from the coronavirus...


By Luisa Maria Jacinta C. Jocson, Reporter THE GOVERNMENT should diversify its major growth drivers to rely less on consumption as household spending is...


By Arjay L. Balinbin, Senior Reporter SMEC Philippines, Inc., a unit of Singaporean infrastructure and urban development consultancy company Surbana Jurong Group, said it...


THE Securities and Exchange Commission (SEC) warned the public against putting money in three entities, which are soliciting investments without first securing a license....


DMCI Holdings, Inc. and Union Bank of the Philippines are seen to improve their liquidity and stock valuation after their re-entry to the Philippine...

You May Also Like


Browsing history makes referring to sites and pages you’ve visited in the past seamless. It’ll help you recall what page you checked out on...


The minute that any question pops into your head, you can simply ask Google. No longer do we have to pour over books and...


Having a good Instagram marketing agency to back up your Instagram account is an absolute must going into the new year. With competition stronger...


Insomnia is the most common sleep disorder in the global population. Therefore, it is a problem that many people suffer or have suffered throughout...

Disclaimer:, its managers, its employees, and assigns (collectively "The Company") do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2021 SmartRetirementReport. All Rights Reserved.