On Message with Ben Gross

In their latest report, “A Typology of Information and Communication Technology Users“, the Pew Internet & American Life Project classified American’s by their information and communication technology use. The data are based on roughly 4000 phone surveys that included roughly 2800 internet users. Pew makes its reports and questionnaires available as well as data extracts for researchers. The analysis and demographics are valuable since the methodology and data collection procedures are well specified and well respected.

The size of the survey allowed Pew to construct relatively fine-grained groupings based on their assets (what devices they owned), their actions (their activities), and their attitudes. Pew broke the respondents down into ten different groups.

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.

Some of the results include:

• 8% of Americans are deep users of the participatory Web and
  mobile applications
• 23% are heavy, pragmatic tech adopters – they use gadgets to keep up with social networks or be productive at work
• 10% rely on mobile devices for voice, texting, or entertainment
• 10% use information gadgets, but find it a hassle
• 49% of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity

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