3. Personas
Fascinating insights into how Irish people use and perceive technology emerge from consumer research commissioned by ComReg. The study provides a profile of Irish technology usage. It segments Irish people into four groups and creates personas for them. From the sample, the largest number – 41% – are deemed to be “tech enthusiasts”. They tend to be older (35+), use technology but feel they could do more. The second-largest group – those who are “tech savvy” – account for 29% and don’t have as many inhibitions with new technology. They’re younger, mostly under 35, and like to be early adopters for new technologies. Next come the “mobile converts” who embrace mobile phones pretty much to the exclusion of other technologies. They represent 24% of the sample and many regard themselves as luddites, but might not always admit it. The final group – the tech rejecters – represent 6% of the sample. They’re more likely to be older (most are over 60), have mobile phones but don’t use them much. Few use the Internet. If Ireland were 100 people...four Irish approaches to technology
Source: ComReg Consumer ICT Survey, July 2009, based on a sample of 1,006 adults aged 15 to 74
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