Techno-Ready Marketing | The National Technology Readiness Survey (NTRS)

The National Technology Readiness Survey (NTRS)

Since 1999, the National Technology Readiness Survey (NTRS) has tracked technology beliefs and behaviors in the U.S. adult population. The study measures change over time, provides normative data, and detects significant trends. The study is sponsored by the The Center for Excellence in Service at the University of Maryland's Robert H. Smith School of Business, and by Rockbridge Associates, Inc. The study is authored by the Rockbridge staff and Professor Parasuraman.

The current NTRS is administered by telephone to a random-dial-sample on a continuous monthly basis (100 interviews a month). Topics tracked include:

Technology beliefs (the TRI, or Techqual™)
Green technology beliefs (the Greenovator™ segmentation)
Technology behaviors, particularly those related to online services
Green behaviors
Tech ownership and demographics
Special issues such as: e-government, spam, telecommuting, the impact of the internet on work habits

The 2009 NTRS focuses once again on the issue of SPAM, first addressed in 2004. It also contains additional information about our Green Technology Segmentation first conducted in 2008, including price sensitivity to green products and services. Finally, it revisits consumers' uses of and attitudes toward telecommuting, first addressed in 2005.

For more information about the 2009 NTRS, please contact Gina Woodall, SVP at 703-757-5213 ext. 11 or gwoodall@rockresearch.com, or Joe Bates, VP at 703.757.5213 ext. 14 or jbates@rockresearch.com.