Elite Tech Users or Off The Grid?

By Tad Miller | May 9, 2007
More Articles by Tad

The Pew Research Center came out with yet another survey about how people use the Internet, cell phones and other mobile devices. I think the most interesting data found in the survey is:

49% of Americans only occasionally use modern gadgetry and many others bristle at electronic connectivity.

Of that 49%, 15% are “off the Grid” with neither cell phones or Internet connectivity who tend to be older adults (mostly women) who are content with old media; and 11% have online connectivity or cell phones but find the connectivity annoying.

At the opposite end are the Elite Tech Users, which are 31% of Americans. I myself fit into one of the four groups of Elite Tech Users. I’m a “Lackluster Veteran” a frequent user of the Internet who is less avid about cell phones.

If the study is accurate, then online marketing is finding about 51% of the American audience. I’ll take it. Especially considering Online Marketing is still on the rise and the old media is apparently plateauing or declining.

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