Jun 26, 2009 0
The 9 Tribes of the Internet
It’s easy for me to fall into the trap of thinking that everyone uses technology the same way I do.
As a Product Manager, I have to constantly remind myself that the users of the application that I manage will not view, understand, or use the system like I do.
For those of us who are extremely active on the internet and always connected via mobile devices, it is foolish to think that everyone is just as active and just as connected as we are.
I ran across an interesting study by the Pew Internet & American Life Project that shows just how different we are when it comes to internet usage and mobile connectivity. The presentation groups the general population into 9 Tribes of the Internet.
1 // Digital Collaborators
For this group, cyberspace is a place for group collaboration and shared creative effort. This group has the greatest number of information gadgets of any group, the widest scope of online activities, and the most frequent internet habits. All this connectivity helps them share something of themselves with others – often as part of a group, and often something they have created. By large margins, this group is most likely to participate in group blogs and most likely to share a personal creation using the internet. Indeed, Digital Collaborators strongly feel that information and communication technologies (ICTs) are a great way to share their ideas and creation with the world.
2 // Ambivalent Networkers
Ambivalent Networkers have folded ICTs into a lifestyle that relies a lot on mobile devices to connect socially with others or to entertain themselves. They do the most of any group when it comes to non-voice data applications on their cell phones and connect often wirelessly when they are not at home or work. Ambivalent Networkers are into social networking sites and are infrequent television watchers. When they do sample traditional media – radio or TV – it is likely to be done using a newfangled device such as a laptop or MP3 player.
Yet, perhaps because ICTs are so integrated into their lives and because of their youth, this group does not herald the upside of ICTs at a very high rate. Though well-equipped for mobile connectivity, Ambivalent Networkers are not enthralled by the intrusions this connectivity may create. Ambivalent Networkers like how gadgets let them stay up socially with others, but do not see them as central to their productivity.
3 // Media Movers
A clear sense from this group is that they come across information nuggets – by themselves or from others – that they then pass along to others. Media Movers have a wide range of online habits, whether that means checking the news, searching for health care information, or buying something online. Many participate in group blogs or maintain their own web page, and they use their cell phones to text or snap a picture.
Media Movers do not see ICTs as key parts of their personal productivity, but as a way to keep in touch with family and friends. For them, these aren’t just email missives about what they are up to, but also the link to the article or video that members of this group think their social networks might enjoy. This might result in a call from a friend to their cell phone to chat about it, and Media Movers are more likely than not to welcome the intrusion.
4 // Roving Nodes
Roving Nodes are ardent users of the internet and mobile devices, and consume a lot of digital content for the purpose of passing it along others. Typically, this is done through email – often on a desktop or laptop – but also through texting or emailing on a mobile device. Much of this information might be logistical, as this group is very likely to see ICTs as a way to do their jobs, connect with family and friends, and generally be more productive in their lives.
Roving Nodes love the gadgets they employ for keeping information on the move, but they use traditional applications to do it. They are no more likely than average, and less so than prior groups, to use social networking sites to mediate communication among their crowd. And they are not much into blogging or maintaining their own web pages. Give them an email program, browser, and a cell phone that can text, and they are off.
5 // Mobile Newbies
Mobile Newbies happily use their cell phones for keeping in touch with others. They do this mostly using the plain old fashion voice capability of the mobile device, although occasionally they will fire off a text message to someone. They like being more available because of their cell phone and would not like to give it up.
The internet is very much on the periphery for most people in this group. Less than half have online access and fewer have a high-speed connection at home. Troubleshooting technology may be part of the story here, as most need help from others in getting new devices and services to work. Very few would find it hard to give up the internet, a stark contrast to attitudes about the cell phone.
6 // Desktop Veterans
This is a group of veteran middle-aged internet users who use the internet actively for information gathering and to stay in touch with others and enhance their day-to-day productivity. They are very likely to have a desktop computer, just a bit more likely than average to use a laptop, and their high rate of broadband adoption means they go online often.
However, Desktop Veterans are not heavily oriented toward the cell phone. This group’s cell adoption rate is about the sample’s average, and they use it mostly for phone calling. They do not often venture into non-voice applications on their mobile devices – maybe the occasional text or snap of a photo. They would sooner do without their landline than cell phone, but Desktop Veterans would be very reluctant to give up their internet connection.
7 // Drifting Surfers
This group has a relatively casual relationship with the internet and mobile applications, even though Drifting Surfers have a fair amount of tech resources (e.g., broadband, cell phones) at hand. They will skip a day of using the internet without worry, and are likely to be emailing or checking news headlines when they do log on. Checking out blogs or online video? Not for them.
In fact, indifference characterizes Drifting Surfers’ attitudes toward ICTs. Few see them as adding to their personal productivity and they are not cornerstones to how they learn new things or keep in touch with others. If their cell phones or internet connection were taken away, few Drifting Surfers would find that hard.
8 // Information Encumbered
By most standards, this group is well armed for the information age. Nearly all have online access, three-quarters have cell phones, and half have broadband at home. While they check email or news online from time to time, and will even shop on the internet, they are fairly sour on the digital world. A majority feel overloaded by information and most also need help in getting their devices and services to work. Old media – the TV or landline telephone – suit them fine.
Not surprisingly, a majority think it is a good thing to take a break from the internet. In fact, only one-quarter think giving it up entirely would be very difficult, and fewer think this about the cell phone. For all these reasons, this group is labeled the Information Encumbered.
9 // Tech Indifferent
Like the Mobile Newbies, members of the Tech Indifferent group do not have a great deal of tech assets at hand. Unlike Mobile Newbies, they are not thrilled by any ICT gadget or service in their portfolio. They are infrequent online users and do the majority of phone calling not on their cell phones, but on their home landlines. Few have even so much as tried to send a text message on their cell phone.
The Tech Indifferent also do not like the extra availability fostered by their mobile device, and few think ICTs offer them additional personal productivity. Not many in this group would be bothered by giving up their cell phone or online connection.
Which tribe do you belong to?
If you were hiring for your organization, would you hire someone from one tribe over another?
Do you understand how your customers (for a business), supporters (for a non-profit), or members (for a church) fit into these 9 Tribes of the Internet?
(image by tranCam)
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