In today’s digital world, understanding customers goes beyond simple demographics. Now, brands and marketers are looking at “technographics”—a focus on people’s digital habits, from device preferences to browsing behaviours. Knowing how customers interact with technology gives brands an edge, helping them craft campaigns that feel more relevant and connected.
What are technographics?
Technographics look at how people engage with technology in their daily lives. While demographics tell marketers who their customers are, technographics reveal how they use tech—whether they shop on mobile, prefer desktop for detailed research, or spend most of their time on social media. By understanding these habits, brands can create more targeted marketing efforts that feel in tune with their audience.
For marketers, technographics offer insights into the channels and devices that matter most to customers. This knowledge provides a roadmap for reaching customers in ways that suit their preferences, making messages more likely to land and convert.
Why technographics matter for affiliates
For affiliates, technographics are especially useful, helping them target content in ways that resonate. Affiliates succeed when they reach customers through the right channels with content that feels relevant. Knowing an audience’s tech preferences allows affiliates to be more effective, increasing engagement and conversions.
For example, if data shows that followers primarily engage on mobile, affiliates can ensure that their content, links, and ads are optimised for mobile. If the audience spends more time on desktops, then affiliates might focus on detailed articles or product comparison pages that take advantage of larger screens.
By tailoring content to how people prefer to engage, affiliates can boost conversions and foster stronger relationships with their audience.
Technographics also help affiliates use their resources wisely. Rather than spreading efforts across all platforms, affiliates can focus on the channels and formats that work best for their audience.
This targeted approach not only drives better results but also strengthens the affiliate’s reputation with brands looking for partners who understand their market.
Building brand awareness with technographics
Brand awareness is all about reaching the right people in the right places. Technographics show where your audience spends time and how they like to connect, making it easier to craft campaigns that stick. If most of your audience is active on social media, then creating visually engaging, mobile-friendly content is the way to go. Platforms like Instagram, TikTok, or YouTube can be ideal for reaching these users.
However, if the data indicates that your audience prefers desktops and in-depth content, investing in longer articles, guides, or downloadable resources could be more effective. By aligning content with the habits of the audience, brands increase the likelihood that their message will be seen and remembered.
Enhancing customer loyalty
Building customer loyalty means understanding what keeps customers engaged over time. By tapping into technographics, brands can design loyalty programmes that match tech preferences, creating experiences that feel natural and easy.
For instance, a digitally savvy audience might enjoy a loyalty app that offers personalised deals and early product access. Meanwhile, an audience less inclined to use apps might respond better to email updates or a web-based loyalty programme.
By aligning loyalty efforts with customer habits, brands make it easier for customers to stay connected, encouraging them to return and recommend the brand.
Improving the shopping experience
Technographics can also make online shopping smoother. Customers expect a hassle-free experience, whether they’re shopping on mobile, desktop, or tablet. Knowing their preferred platform allows brands to optimise the shopping journey, reducing friction and increasing the chance of completed purchases.
If data shows that most customers shop on mobile, brands should focus on having a fast, intuitive mobile site. Including mobile payment options like Google Pay or Apple Pay can also make checkout quicker and easier. For desktop shoppers, brands might highlight detailed product comparisons and specs that work well on larger screens.
Reducing cart abandonment
Cart abandonment is a common challenge for online businesses, but technographics can help brands address it. For example, if data shows that many users abandon their carts on mobile, it might suggest that the mobile checkout process is too complex or slow.
Technographics allow brands to identify these issues and make improvements, such as simplifying checkout or adding convenient payment options.
By aligning the checkout process with customer preferences, brands can reduce cart abandonment and improve the overall shopping experience. Small adjustments based on technographic data can lead to higher completion rates and better customer satisfaction.
The future with technographics
Technographics offer brands and affiliates a fresh way to connect with audiences. By focusing on digital habits, marketers can make smarter decisions about where to invest their resources and how to engage customers.
In a world where technology plays a major role in daily life, technographics provide a valuable tool for creating campaigns that resonate and build lasting relationships.
