Segmenting internet users

The Pew Internet and American Life project regularly publishes  interesting reports on various aspects of American internet usage.  They have a new report out with the not wildly snappy title, A Typology of Information and Communication Technology Users.  Not directly relevant to us, but certainly indicative of some significant trends.  The first thought which jumps out from their categorisation is that the early adopters aren’t any more – they have become the mainstream:

Elite Tech Users (31% of American adults)

Omnivores 8% –They 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.

Connectors 7% — Between featured-packed cell phones and frequent online use, they connect to people and manage digital content using ICTs – all 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.

Productivity Enhancers 8% — They have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things.

Middle-of-the-road Tech Users (20%)

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.

Connected But Hassled 10% — They have invested in a lot of technology, but they find the connectivity intrusive and information something of a burden.

Few Tech Assets (49%)

Inexperienced Experimenters 8% — They occasionally take advantage of interactivity, but if they had more experience, they might do more with ICTs.

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.

Indifferents 11% — Despite having either cell phones or online access, these users use ICTs only intermittently and find connectivity annoying.

Off the Network 15% — Those with neither cell phones nor internet connectivity tend to be older adults who are content with old media.