Bringing non-adopters along: The challenge facing the PC industry

Susan A Brown, Viswanath Venkatesh

Research output: Contribution to journalArticle

46 Citations (Scopus)

Abstract

The challenges and decline in sales of the personal computer (PC) are discussed. The research findings show the folly of assuming current non-adopters care about the same things as innovators and early adopters, or assuming that all they care about is PC cost. While cost may be a factor for those still holding out, it is neither the only nor the most important factor. Instead, later adopters want long-lasting products that have yet to appear on the horizon. Until the PC industry convinces this group of potential consumers that their PC will operate like a refrigerator, PC sales are likely to continue in their current stalled state.

Original languageEnglish (US)
Pages (from-to)76-80
Number of pages5
JournalCommunications of the ACM
Volume46
Issue number4
DOIs
StatePublished - Apr 2003
Externally publishedYes

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Personal Computer
Personal computers
Industry
Sales
Refrigerators
Costs
Thing
Horizon
Continue
Likely

ASJC Scopus subject areas

  • Hardware and Architecture
  • Computer Graphics and Computer-Aided Design
  • Software
  • Theoretical Computer Science
  • Computational Theory and Mathematics

Cite this

Bringing non-adopters along : The challenge facing the PC industry. / Brown, Susan A; Venkatesh, Viswanath.

In: Communications of the ACM, Vol. 46, No. 4, 04.2003, p. 76-80.

Research output: Contribution to journalArticle

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