Omnivore or Indifferent?

Imagine a world without the Internet or cell phones. It was not that long ago that this world existed. Yet, nearly half of adults in the United States have a somewhat distant or non-existent relationship with modern information technology. This technology includes Internet access and cell phone usage.

A survey of more than 4,000 adults conducted by the Pew Internet Project categorized adults into the following three groups:

• elite technology users (31%)
  
• moderate technology users (20%)
  
• have little or no usage of the Internet or cell phones (49%)
  

The focus of the survey was on information technology, especially the Internet and cell phones, but also included other technologies such as digital cameras.

Omnivores

Elite technology users were categorized into four subgroups as follows:

• Omnivores: voracious users of information gadgets and services
  
• Connectors: use technology to connect to people and manage digital content
• Lackluster Veterans: frequent Internet users, but not early adapters; less avid about cell phones
• Productivity Enhancers: main focus is personal and professional communication

Moderate technology users were categorized into two subgroups as follows:

• Mobile Centrics: heavy cell phone users; infrequent Internet users
• Connected But Hassled: find connectivity intrusive and information something of a burden
  

Indifferents

Low level technology users were categorized into four subgroups as follows:

• Inexperienced Experimenters: occasionally interactive; late Internet adopters
• Light But Satisfied: technology does not play a central role in their daily lives
• Indifferents: use cell phone and the Internet intermittently and find connectivity annoying
• Off the Network: content with old media and have little use for cell phones, digital cameras and the Internet

The implications of this research are important for helping marketing and technology professionals understand who is most likely to be receptive to Web- and cell-based communications. To learn more about this study access a press release available from the Pew Internet & American Life Project.

Which technology group do you belong to? To find out take a ten-question quiz.

Editor's Note: The results of my quiz reveal that I am a Connector. Here is my profile:

Connectors, which make up 7% of the population, have a median age of 38, with a majority (54%) in the 30-49 age range. Ethnically, it is mostly white (72%); 16% are Black and 12% are English-speaking Hispanics. The typical Connector has been online for 9 years, which suggests they were a second-wave of late 1990s adopters. Most are women (55%) and they rate above average in educational attainment and income.

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