This small group of ICT users – it makes up 8% of the general population – is the most elite and gets the most attention from technology producers and the media. Its members are distinguished by what they do with digital information. They have plenty of technology at hand, and they use it to post, manage, and share content on the internet. To a degree that sets them apart from other technology users, video is central to how Omnivores use the internet. They are more likely than others to have a web camera, download video from the internet, watch television programming on a device that is not a TV, and use their cell phones to take or watch video.

Omnivores have a richly participatory relationship with digital content and a strong sense that information and communication technology makes life easier and offers important creative tools. For Omnivores, ICTs are a principle means for pursuing their hobbies and staying in touch with their social networks.