Last night, I finally had a chance to read the entire Pew Internet Report released in early May titled A Typology of Information and Communication Technology Users.
It’s an insightful report designed to classify Americans into different groups of technology users based on three dimensions of peopleâ€™s relationship to information and communications technology (ICT) — Assets/Actions/Attitudes. If you haven’t read it, check it out …it’s worth a read and could be very helpful in your strategic planning endeavors.
Pew has segmented the audience into 3 broad groups and 10 specific segments:
- Elite Tech Users (31% of American adults) which includes Omnivores, Connectors, Lackluster Veterans, Productivity Enhancers
- Middle-of-the-Road Tech Users (20% of American adults) which includes Mobile Centrics, Connected but Hassled
- Few Tech Assets (49% of American adults) which includes the Inexperienced Experimenters, Light but Satisfied, Indifferents, Off the Network.
I was curious where I fit (I suspected, but wasn’t sure) so I took the quiz they had posted. I come out as an Omnivore — a group that represents 8% of the adult population. According to Pew’s typology, Omnivores have the most information gadgets and services, which they use voraciously to participate in cyberspace and express themselves online and do a range of Web 2.0 activities such as blogging or managing their own Web pages. Members of this group are confident in their ability to manage the flow of electronic information that is all around them.
This survey of over 4,000 adults represents the Pew Internet Projectâ€™s first comprehensive look at peopleâ€™s evolving relationships to cyberspace at a time when accessing online content no longer necessarily means walking over to a weighty beige box and taking a seat.