Households in Britain can be classified into 23 “e-types” depending on their access to technology, say researchers.
E-types include mobile explorers, the e-committed and rational utilitarians.
Every postcode in Britain has been assigned a classification which people can check online to see if they agree with the researcher’s analysis.
Overall they identified eight groups which ranged from the “e-unengaged” to “e-experts”.
Previously many researchers referred to a single “digital divide” between “haves” and “have nots”.
“A decade ago people talked about just two groups but life is no longer that simple,” said Professor Longley.
The eight groups were further subdivided into 23 e-types to describe particular ways people used technology. For example in the e-unengaged group there are six e-types including “mobiles the limit”, “cable suffices” and “technology as fantasy”.
Cool! I’d describe myself as “enthusiastic rational utilitarian”.
Well, I’ve just checked my post code, and i wouldn’t disagree with that assessment.
My postcode isn’t even in their data base….makes you wonder how good it is when they don’t include Oxford University in the thing.
I noticed that the western isles of Scotland are supposed to heavily involved….but Glasgow isn’t….I think somethings fishy here. Considering that the population as well as access to a server is almost nil in the isles.
Anyone do a study like this over here in the Disunited States?
They also say that the main use in my postcode is “e-business” (i.e. companies that use the internet to facilitate their business activities) – that’s interesting when I can’t think of any businesses in my area that are larger than…. corner shops :\ That research looks like a crock of sh*t to me