Pew Internet and American Life Project just released their report on technology users.
This just after I finished my 7 Blog Myths series and warned about getting too giddy over technology.
Half of all American adults are only occasional users of modern information gadgetry, while 8% are avid participants in all that digital life has to offer.
And oh by the way, that half, is the easiest to sell. They are not like technology enthusiasts whom Pew calls Omnivores (full Geek), Connectors (see technology as tools of communication), Productivity Enhancers. Those occasional users are not the one who is going to drive you nuts asking for more and more information. They will typically make an intuitive decision based on initial impressions. The other half (you and I) will consider, and then reconsider most of our buying decisions.
John Horrigan, Pew's associate director, said he started the survey believing that the more gadgets people have, the more they are likely to embrace technology and use so-called Web 2.0 applications for generating and sharing content with the world.
"Once we got done, we were surprised to find the tensions within groups of users with information technology," Horrigan said.
As the Blog Myths series showed, remember that there is a vast majority of people who despite they hype make their buying decision offline.
I know that smacks against the commonly thrown stat that 80% of home buyers come online to make a home purchase. But, if you dig deep you will find that they may come online initially. But the decision is often made offline.Online is about information gathering.
It is when they come online intially that you need to capture them directly or at least indirectly with your information. The web is your capture and courtship tool.
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