9 August 2006

Britain’s digital tribes revealed [BBC]

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Britain's digital tribes
Households in Britain can be classified into 23 “e-types” depending on their access to technology, say University College London researchers, as reported by the BBC.

E-types include mobile explorers, the e-committed and rational utilitarians. The 23 e-types are organised in eight overarching groups: the E-Ungaged, E-Marginalised, the Becoming Engaged, the E for Entertainment and Shopping, the E-Independents, the Instrumental E-Users, the E-Business Users and the E-Experts.

The researchers say the profiles could be used to inform future policies on access to digital technology.

Every postcode in Britain has been assigned a classification which people can check online to see if they agree with the researcher’s analysis.

“What really emerges is that almost all of the types have some interaction with technology,” said Professor Paul Longley, who led the study at UCL. “In a sense we are all digital now”.

The research, part of the Spatial Literacy initiative between UCL, Leicester and Nottingham Universities, aimed to build a comprehensive picture of access to digital technology in Britain.

View 23 e-types
Download study (pdf, 1.54 mb, 48 pages)

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