Janet Lee Johnson | The Art of Marketing

The Pew Internet folks are at it again… they’ve just published a report on “ICT” users (great, another acronym to remember!), which stands for Information and Communication Technology users. The report profiles the 85% of Americans who have both internet access and cell phones.

It seems that we cell/internet access owners break down into three major groups and ten subgroups:

1. Those who embrace technology (I)
2. The middle range connected (my sister)
3. And low tech (my parents)

Of those 31% of the total who embrace technology, we have the following profiles:

• Omnivores - these folks exploit the connectivity and the capacity for self expression that technology has to offer.

1. Comprise 8% of the total population studied
2. Love gadgets and services
3. Are 70% male
4. Average age is between 18-29

• Connectors - who use “ICT” to stay connected and on top of digital content; and often use these devices to facilitate community and social connections.

1. Comprise 7% of the population studied
2. Are 55% female (surprise! with a label like connectors, what would we expect?)
3. Average age is between 30-49

• Lackluster Veterans - have used the internet for more than 10 years, but don’t necessarily see ICT tools as a way to increase productivity. (They’re just plain tired.)

1. Comprise 8% of the population studied
2. Are 65% male
3. Average age is between 30-49

• Productivity Enhancers - people who are optimistic that ICT tools do enhance their work and social lives.

1. Comprise 8% of the population studied
2. Are split between male and female
3. The majority are between 30-49

The middle range connected (20% of the total population) look like this:

• Mobile Centric - those who rely on their mobile devices (by far over internet use) for voice, texting or entertainment.

1. Comprise 10% of the total population studied
2. Skew slightly male (52%)
3. Are 18-29 years old

• Connected but Hassled - they have the technology, but consider it intrusive. (They’re likely longing for a bath and a good book.)

1. Comprise 9% of the total population studied
2. Female (59%)
3. Are 30-49 years old

The remaining 49% of the population are considered relatively low tech.

• Inexperienced Experimenters - in this group we find folks who like to dabble, but don’t feel they have the experience to do more. (This is where the 75M blogs come from! Those who start one, and don’t go back…)

1. Comprise 8% of the total population studied
2. Female (61%)
3. Median age is 50 years old

• Light but Satisfied - have some technology, but they really don’t think it does that much for them.

1. Comprise 15% of the total population studied
2. Female (57%)
3. Median age is 53 years old

• Indifferents - these are the folks who have technology, but it doesn’t play a central role in their lives.

1. Comprise 11% of the total population studied
2. Male (52%)
3. Median age is 47

• Off the Grid - these are the folks who don’t have an internet connection or a mobile phone (or, as my friend Debbie says, “mobile device”). Guess the demographics:

1. Comprise 15% of the total population studied
2. More likely Female (57%)
3. Median age is 64

You’re likely marketing your products to a mix of these people, but should consider your emerging prospects.

Do they skew young? You’ll want to provide mobile/engagement opportunities.

Are they off the grid? You’ll want to market to them more traditionally - not surprisingly, the off the grid folks watch a lot of television… and they probably do still love their mail.

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May 9, 2007   |  Posted by Janet Johnson  |