IBM aims to identify 'digital device adopters'

IBM has identified a dramatic increase in the adoption of digital devices and digital content services over the last four years.
Written by Rachel King, Contributor

It's no secret that digital device and content sales are steadily increasing, but IBM has assessed that there are specifically four types of digital consumers out there at the moment.

IBM has discovered a dramatic increase in the adoption of digital devices and digital content services over the last four years, with 78 percent of consumers identifying themselves as "digital device adopters" in the last year alone.

If you're curious to see where you fit in, keep reading. Here are the four digital personalities that IBM has identified:

  • Efficiency Experts: 41 percent of consumers fall into this category. This is basically anyone who uses the Internet for simple day-to-day activities, such as sending emails, using Facebook to send messages, and shopping online.
  • Content Maestros: Going a step further but without getting too complex, 35 percent of those surveyed are more into media consumption on mobile devices for activities such as streaming movies and music as well as playing video games.
  • Social Butterflies: Possibly also known as the Facebook and Twitter addicts, 15 percent of consumers are obsessed with having access to social media, regardless of time or place.
  • Content Kings: In a somewhat all-of-the-above-type of category, 9 percent of consumers call into this category. Identified as a generally male category, these Internet users frequently play online games, watch TV online and download more digital content than everyone else.

A lot of this might also vary by age, but IBM found that age isn't actually the most important segmentation when it comes to categorizing consumers. While approximately 82 percent of digital adopters are between the ages of 18 and 64, at least 65 percent of early adopters are actually between the ages of 55 and 64.

For reference, the 2011 Digital Consumer Survey is based upon the responses from 3,800 consumers in six countries (China, France, Germany, Japan, the United Kingdom and the United States) as well as representatives worldwide in broadcasting, publishing, telecommunications, and media service agencies.

For another look at IBM's digital behavioral findings, check out the promo video below:

Image via IBM


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