2007-05-05-皮尤-A_Typology_of_Information_and_Communication_Technology_Users_65页_283kb

Summary of "A Typology of Information and Communication Technology Users"

Overview

This report, released by the Pew Internet & American Life Project on May 7, 2007, presents a typology of American internet and communication technology users based on a survey conducted between February 15 and April 6, 2006. The typology classifies users into ten distinct groups using three dimensions: assets (technology ownership), actions (usage behaviors), and attitudes (perceptions of ICTs). The survey involved 4,001 adults aged 18 and older, with a margin of error of ±2% for total sample results.

Key Findings

• Methodology: The typology was developed using a survey that queried users about their tech assets (e.g., cell phones, computers, internet access), actions (e.g., online activities, user-generated content), and attitudes (e.g., satisfaction, perceived benefits, stress). A cluster analysis identified groups from 85% of respondents who use cell phones or the internet.

User Groups

The typology identifies ten groups across three broad categories:

1. Elite Tech Users (31% of adults):

   • Omnivores (8%): Heavy users engaging in Web 2.0 activities (e.g., blogging, video sharing). High satisfaction, young median age of 28, median income above average.
   • Connectors (7%): Use tech for connectivity (e.g., email, social networks). Positive attitudes, median age 38, mostly female.
   • Lackluster Veterans (8%): Have tech but low enthusiasm. Not particularly satisfied, median age 40, mostly male.
   • Productivity Enhancers (9%): Focus on productivity and job tasks. High use, frequent satisfaction, median age 40.

2. Middle-of-the-Road Tech Users (20% of adults):

   • Mobile Centrics (10%): Strong cell phone users, but less intensive internet engagement. Low stress, median age 32, includes minorities.
   • Connected but Hassled (9%): Have substantial tech but find it intrusive. High information overload, median age 46, mostly female.

3. Low-Level Adopters (64% of adults):

   • Inexperienced Experimenters (8%): Some tech experience but low depth. Mixed attitudes, median age 50.
   • Light but Satisfied (15%): Occasional users, mostly satisfied. Low engagement, median age 53.
   • Indifferents (11%): Some tech access but peripheral use. Less enthusiasm, median age 47.

4. Off the Network (15% of adults): Lack cell phones or internet access, typically older adults (median age 64). Content with traditional media, low tech adoption.

Attitudes and Demographics

• Average US adult possesses about 1.7 of six non-core tech items.
• Attitudes range from high satisfaction among elite users (e.g., 89% of Omnivores like cell phones increasing availability) to high dissatisfaction among groups like Connected but Hassled (31% think tech offers no control).
• Demographics show a connection between youth and frontier tech adoption (e.g., Omnivores median age 28), but income and education vary, with some high-income groups (e.g., 44% of Connectors) being less enthusiastic than expected.

The typology highlights significant heterogeneity in tech adoption and use across different demographic segments, providing insights into how technology integrates into American life.