Introduction The development of the typology itself did not include demographic factors. A person’s gender, race, income, or educational level did not determine the group in which someone was slotted. In prior sections, the discussion of the demographic make up of each group sought to fill out the portrait of the typical member of each […]
Connected but Hassled: Many in this group have invested in a lot of technology, but the connectivity is a hassle for them. This group of older technology users in many ways represents the average when it comes to consumption of information goods and services. However, when focusing on use of information technology and attitudes about […]
“Mobile Centric” users are the second wave of young technology adopters. Mobile communication is important, and the cell phone is a multifaceted tool. With a median age of 32, this is the second youngest group overall. The cell phone is the device to which members of this group are most attached. Mobile Centric group members […]
Omnivores are active participants in shaping cyberspace, particularly by taking, sharing, and downloading video content. This small group of ICT users – it makes up 8% of the general population – is the most elite and gets the most attention from technology producers and the media. Its members are distinguished by what they do with […]
Connectors surround themselves with technology and use it to connect with people and digital content. They get a lot out of their mobile devices and participate actively in online life. This group got online just a bit later relative to Omnivores, but they have quickly marched up the adoption curve in terms of acquiring information […]
