The nine tribes of the internet
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Lee Rainie discusses the changing internet ecosystem and identifies 9 tribes that represent different levels of engagement with digital technology. The tribes fall into two categories - those motivated by mobile connectivity and those tied more to stationary media. Each tribe is characterized by their demographics, technology habits, and suggestions for how organizations can effectively engage with each group online.
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The nine tribes of the internet
- 1. THE NINE TRIBES OF THE INTERNET Lee Rainie – Director Pew Internet Project Washington Webmanagers Washington, D.C. June 10, 2009
- 2. New information ecosystem: Then and Now Industrial Age Info was: Scarce Expensive Institutionally oriented Designed for consumption Information Age Info is: Abundant Cheap Personally oriented Designed for participation
- 3. 2000 46% of adults use internet 5% with broadband at home 50% own a cell phone 0% connect to internet wirelessly <10% use “cloud” = slow, stationary connections built around my computer The internet is the asteroid: Then and now 2008 >75% of adults use internet >60% with broadband at home 85% own a cell phone 54% connect to internet wirelessly >53% use “cloud” = fast, mobile connections built around outside servers and storage
Editor's Notes
- TITLE: The nine tribes of the internet SUBJECT: Lee will cover the latest findings of the Pew Internet & American Life Project about broadband adoption and wireless connectivity. He will explore why government agencies, associations, activists, and businesses should use different digital strategies to serve the needs of each tribe. Title: Who loves the internet and who doesn't Subject: Lee will run through the latest research of the Pew Internet & American Life Project, especially the Project's new market segmentation analysis that shows 10 different kinds of technology users. He will discuss how webmanagers can do their work in an environment where users have different needs and expectations.