The anti-tech audience not only exists, it’s highly populated. You might even be a member without even knowing it.
Where’s your smartphone right now?
Most likely it’s in your pocket, or at least in your field of vision.
Better yet, are you reading this article on a smartphone right now? According to numerous data points, there’s over a 50% chance that you are.
However, the proximity and omnipresence of tech doesn’t mean that this mystery audience is a myth.
We live in a tech-based economy. A tech-based world, really. But the bombardment of smartphones, tablets, and wearables has created the need for escape.
The Numbers Speak the Truth
The thirst for technology has created necessity, not just luxury. Our various gadgets provide instant information—from a definition to where to have lunch. GPS saves time, frustration, and gasoline. Social networks keep us bonded.
Human beings thrive on this stuff.
Think about this...
84% of people have reported that they could not go one day without using their device
67% will check their phone for push notifications and text messages, even if it doesn’t send an alert.
88% of consumers in the United States use their mobile gadgets as a second screen even while watching television.
Nearly 50% have slept with their phone in fear of missing a call.
Source: Pew Research
If humanity is really that hooked, why do we need a break?
Since gadgetry is often equated with work, a new need has been created. In fact, most everyone will identify as anti-tech if they’re pressed. Most of us (your audience included) spend much of their time in front of a screen—at work and at home.
Subsequently, there is a yearning for escape, a change of scenery.
It’s not that the world hates technology—it’s that many people wish to sever the chord for a little while. And your business might benefit from this global need.
Who Caters to the Anti-Tech Audience?
There are more than a few industries that can benefit from this paradigm. Even if you don’t fit in any of the business models below, we’ll have some ideas on how you can take advantage of the anti-tech phenomenon.
A few obvious examples include:
The outdoor industry
Companies who manufacture and/or sell hiking, camping, fishing, and tubing gear have their eyes fixed on the anti-tech audience. Those who shop at places such as REI don’t have Google Glass on their minds. Instead, they’re buying backpacks, moisture-wicking pants, and lightweight gas stoves.
This company in particular is so set on selling customers the ideal product that they’re website includes information on trail applications, beach camping, and paddling.
What you won’t find: mobile tablets, smartphones, or software.
The hotel and spa industry
Yes, Wi-Fi is a common feature in hotels, but it’s not always what people want if they’re not traveling for business. Rarely (if ever) is tech proximity a selling sport in this industry. Instead, prospects search for relaxation amenities, nearby recreation, and whether or not the room will have a hot tub.
The Windsor Boutique Hotel in Asheville, a client of ours, is a keen example of a business that caters to the anti-tech audience. The website content boasts in-room massages, art gallery tours, and nearby day hike opportunities.
When you’re looking for a place to stay, and you’re considering The Windsor Boutique Hotel, you’re not thinking about the Wi-Fi. You’re looking forward to going off the electronic grid for awhile.
People may want to snap an Instagram photo of their Hawaiian vacation, but they don’t want to scroll through their newsfeed during the luau.
When a prospect seeks out a vacation planning service, they’re looking to cut hubbub from their life. As it’s annoying to figure out an itinerary, book a flight, and find a hotel, travelers look to an agency to cut out the stress.
All that stress of travel is done conveniently on a computer. Maybe this is part of why people find vacation planning overwhelming. They’re willing to pay someone else to do that for them. In today’s highly connected world, that’s not a far-fetched pain point.
How You Can Tap in to the Anti-Tech Audience
Get this: even if you run a TECHNOLOGY company, you can still communicate with the anti-tech group. I know that sounds weird. Let me explain: this audience was born not out of a hatred for new-fangled gadgetry, but out of technology overwhelm.
If you make the user experience simple, easy, and transformational—and you can clearly communicate that in your marketing—then you’ve found a new market to communicate with.
If you’re not in the tech industry, you’re in luck. It’s much simpler for you to find and speak with an audience who is dying to unplug.
The key is to create an escape.
When you open a path away from the shackles of technology, you become a saving grace. Steps include:
Give them an opportunity that doesn’t involve a gadget. No matter what that is.
Offer a sense of community and kinship. The need to belong is strong, and membership-based businesses can take advantage.
Empower them to cease a current moment. Some of the most successful infomarketing shows constituents how to tackle a new obstacle or milk a timely opportunity. (Hubspot once drew in over 10,000 people for a single webinar.)
Show them how to create, not just consume. Human beings will feel more gratified when they make something. More so than simply retaining it. Sharing a skill opens open that opportunity.