Friday 25th July

Digital Lifestyles

“It’s not information overload it’s filter failure” Clay Shirky

To understand what consumers do is not enough. ‘Clicks’ are not the whole story.

To get a true picture of the consumer, you need to understand their history, their needs and emotions. This will explain why they do what they do.

The following profiles offer a glimpse into the evolving world of digital and lifestyles that have emerged, and are emerging.

Introducing the digital lifestyles


INFLUENCERS

The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

COMMUNICATORS

I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

KNOWLEDGE-SEEKERS

I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

NETWORKERS

The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

ASPIRERS

I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

FUNCTIONALS

The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using the internet for a long time.

Behaviour and attitude is not a linear relationship


Functionals: The internet is a practical tool


WHO ARE THEY?
FREQUENCY OF INTERNET ACCESS
NUMBER OF SOCIAL NETWORKING FRIENDS
WHERE ARE THEY?
DIGITAL ATTITUDES
DIGITAL ENGAGEMENT
DIGITAL ACTIVITIES
BRAND INTERACTION
ABOVE AVERAGE TOUCHPOINTS
Aspirers: I’m looking to create a personal space online


WHO ARE THEY?
FREQUENCY OF INTERNET ACCESS
NUMBER OF SOCIAL NETWORKING FRIENDS
WHERE ARE THEY?
DIGITAL ATTITUDES
DIGITAL ENGAGEMENT
DIGITAL ACTIVITIES
BRAND INTERACTION
ABOVE AVERAGE TOUCHPOINTS
Networkers: The internet is important for me to establish and maintain relationships


WHO ARE THEY?
FREQUENCY OF INTERNET ACCESS
NUMBER OF SOCIAL NETWORKING FRIENDS
WHERE ARE THEY?
DIGITAL ENGAGEMENT
DIGITAL ACTIVITIES
BRAND INTERACTION
ABOVE AVERAGE TOUCHPOINTS
Knowledge-Seekers: I use the internet to gain knowledge, information and to educate myself


WHO ARE THEY?
FREQUENCY OF INTERNET ACCESS
NUMBER OF SOCIAL NETWORKING FRIENDS
WHERE ARE THEY?
DIGITAL ATTITUDES
DIGITAL ENGAGEMENT
DIGITAL ACTIVITIES
BRAND INTERACTION
ABOVE AVERAGE TOUCHPOINTS
Communicators: I just love talking and expressing myself


WHO ARE THEY?
FREQUENCY OF INTERNET ACCESS
NUMBER OF SOCIAL NETWORKING FRIENDS
WHERE ARE THEY?
DIGITAL ATTITUDES
DIGITAL ENGAGEMENT
DIGITAL ACTIVITIES
BRAND INTERACTION
ABOVE AVERAGE TOUCHPOINTS
Influencers: The internet is an integral part of my life


WHO ARE THEY?
FREQUENCY OF INTERNET ACCESS
NUMBER OF SOCIAL NETWORKING FRIENDS
WHERE ARE THEY?
DIGITAL ATTITUDES
DIGITAL ENGAGEMENT
DIGITAL ACTIVITIES
BRAND INTERACTION
ABOVE AVERAGE TOUCHPOINTS



Download Digital Lifestyles PDF