May 7, 2007
Pew Survey on People and Technology
A survey about the technology people have, how they use it and what they think about it shatters assumptions and reveals where companies might be able to expand their audiences. Te WSJ reports.
"The Pew Internet and American Life Project found that adult Americans are broadly divided into three groups: 31% are elite technology users, 20% are moderate users and the remainder has little or no use of the Internet or cellphones.
But Americans are divided within each group, according to a Pew analysis of 2006 data released Sunday. The high-tech elites, for instance, are almost evenly split four ways into:
-- "Omnivores," who fully embrace technology and express themselves creatively through blogs and personal Web pages.
-- "Connectors," who see the Internet and cellphones as communications tools.
-- "Productivity enhancers," who consider technology as largely ways to better keep up with their jobs and daily lives.
-- "Lackluster veterans," those who use technology frequently but aren't thrilled by it.
... The moderate users were also evenly divided into "mobile centrics," those who primarily use the cellphone for talking, text messaging and even games, and "connected but hassled," those who have used technology but find it burdensome."
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