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