13 October 2009

TalkTalk launches Digital Anthropology Report

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TalkTalk
Yesterday TalkTalk, the UK broadband division of Carphone Warehouse, launched the Digital Anthropology Report – a comprehensive insight into how British people use the internet.

“We spoke to over 2,000 people around the country and looked at their attitudes to technology, how they use the internet and other technologies currently, and their plans for buying new gadgets and gizmos in the future.

We then worked with an anthropologist from the University of Kent to analyse the results, draw some conclusions and make a few predictions about how things will develop in the years to come.

What we found was that the UK can be broken into six very different tribes – from “Digital Extroverts” at one end of the spectrum to “Timid Technophobes” at the other.

And based on current trends, we’ve predicted that people’s willingness to embrace digital technology will become increasingly important in determining their economic and social wellbeing in the next decade – more important than traditional markers such as what university they went to or their parents’ economic status. In other words, social networking appears to be replacing social class.”

You can read the full report and watch videos of some case studies from the different tribes here – and check out the rest of TalkTalk’s new content hub .

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