Friday, December 4, 2009

The 6 tribes of Homo Digitalis

UK's mobile and broadband provider TalkTalk have up with the University of Kent to conduct the first Digital Anthropology Report, in search of homo digitalis. The aim was to go beyond traditional research methods and get a true understanding of how technology fits into people’s lives, by looking at people’s attitudes and behaviours to technology and communications more generally.

There are some people who think that modern technology is always a bad thing, damaging human relationships and causing us to spend more time in front of a screen and less time face-to-face with other people. On the other hand, the technology behind the screen allows us to stay in touch with people who were previously very difficult or wholly impossible to reach.

They found six distinct “clusters” of consumers, which we called our Six Tribes. Download full report



Posted by Alex Twigg

1 comment:

  1. Lane DeNicolaDecember 4, 2009 at 9:57 PM

    This may be the first such initiative to employ those specific terms ("DA Report", "homo digitalis"), but very similar work has been carried out elsewhere for some time, e.g. the Computer-Mediated Living Group at Microsoft Research Cambridge:

    http://research.microsoft.com/en-ue/groups/cml/default.aspx

    or Intel's Digital Home Group in the U.S.:

    http://www.intel.com/standards/case/case_dh.htm

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