Research Report Identifies Groups of Technology Users

Research from the Pew Internet & American Life Project is always worth reading, but their latest report is especially insightful. They’ve investigated the assets, actions and attitudes of Americans technology users and developed unique descriptions for groups of Information and Communications Technology (ICT) users.

The most active group of technology lovers – the “elites,” as Pew calls them – is roughly 31% of the population. Within this tier, Pew defined several groups:

Omnivores (the most gadgets and the heaviest participation in online activities)
Connectors (high use of ICT to pursue hobbies and community activities)
Lackluster Veterans (frequently online but less excited about cell phones)
Productivity Enhancers (those who use ICT to accomplish more)

The next tier, according to Pew, is the middle-of-the-road users. They include Mobile Centrics (with high use of cell phones) and those who are Connected But Hassled (they find technology somewhat burdensome).

Nearly half of the population falls into Pew’s final tier: those with Few Tech Assets. This group ranges from Inexperienced Experimenters to Indifferents to those who are completely Off the Network.

The Pew report has great value for marketers as they consider strategies for technology-focused products and services. You’ll probably personally identify with one of the user groups – and recognize the Omnivores and Connectors around you. Review the full report.

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