The ten groups that emerge in the typology fit broadly into a “high end,” “medium users,” and “low-level adopters” framework. However, the groups within each broad category have their own particular characteristics, attitudes and usage patterns.
- The elite users of ICTs consist of four groups that have the most information technology, are heavy and frequent users of the internet and cell phones and, to varying degrees, are engaged with user-generated content. Members of these groups have generally high levels of satisfaction about the role of ICTs in their lives, but the groups differ on whether the extra availability is a good thing or not.
- The middle-of-the-road users consist of two groups whose outlook toward information technology is task-oriented. They use ICTs for communication more than they use it for self-expression. One group finds this pattern of information technology use satisfying and beneficial, while the other finds it burdensome.
- For those with few technology assets (four groups), modern gadgetry is at or near the periphery of their daily lives. Some find it useful, others don’t, and others simply stick to the plain old telephone and television.
Tables with full details of the assets, actions and attitudes of each group and the demographic breakdown of each group appear in tables in the Appendix starting on page 40 of the main report.