The Pew Internet & American Life Project just released the findings
of a survey of 4,000 U.S. adults that segments users into a
range of groups based on usage of and attitudes toward the Internet and
mobile phones. The report is provocative and surprising, but long; so
here’s the summary:
- Elite users (31 percent)
- Middle-Of-The-Road users (20 percent)
- Those with few "tech assets" and limited use of technology (a whopping 49 percent)
More descriptions of the various sub-segments after the jump. (thx)
Technology Elites
Omnivores (8%): They have the most information
gadgets and services, which they use voraciously to participate in
cyberspace, express themselves online, and do a range of Web 2.0
activities. Most in this group are men in their mid- to late twenties.
Connectors (7%): Between featured-packed cell
phones and frequent online use, they connect to people and manage
digital content using ICTs (information and
communications technology) – with high levels of satisfaction about how
ICTs let them work with community groups and pursue hobbies.
Lackluster Veterans (8%): They are frequent
users of the internet and less avid about cell phones. They are not
thrilled with ICT-enabled connectivity and don’t see them as tools for
additional productivity. They were among the internet’s early adopters.
Productivity Enhancers (8%): They have strongly
positive views about how technology lets them keep up with others, do
their jobs, and learn new things. They are frequent and happy ICT users
whose main focus is personal and professional communication.
Middle-Of-The-Road Users
Mobile Centrics (10%): They fully embrace the
functionality of their cell phones. They use the internet, but not
often, and like how ICTs connect them to others. 37% have high-speed
internet connections at home. The group contains a large share of
African Americans.
Connected but Hassled (10%): They have invested in
a lot of technology (80% have broadband at home), but they find the
connectivity intrusive and information something of a burden.
Low Tech and Non Users
Inexperienced Experimenters (8%): They occasionally take
advantage of interactivity, but if they had more experience and
connectivity, they might do more with ICTs. They are late adopters of
the internet. Few have high-speed connections at home.
Light but Satisfied (15%): They have some technology, but it
does not play a central role in their daily lives. They are satisfied
with what ICTs do for them. They like how information technology makes
them more available to others and helps them learn new things.
Indifferents (11%): Despite having either cell phones or
online access, these users use ICTs only intermittently and find
connectivity annoying. Few would miss a beat if they had to give these
things up.
Off the Network (15%): Those with neither cell phones nor
internet connectivity tend to be older adults. A few of them have
computers or digital cameras, but they are content with old media.
