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The nine tribes of the internet

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Lee Rainie
Lee Rainie

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 Lee Rainie – Director Pew Internet Project Washington Webmanagers Washington, D.C. June 10, 2009
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
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
Ecosystem changes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ecosystem changes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Behold Homo Connectus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A general new pattern of communication and influence – the 4 As ,[object Object],[object Object],[object Object],[object Object]
How do you…. ,[object Object],[object Object],[object Object],[object Object],[object Object]
How do you…. ,[object Object],[object Object],[object Object],[object Object],[object Object]
How do you…. ,[object Object],[object Object],[object Object],[object Object],[object Object]
How do you…. ,[object Object],[object Object],[object Object],[object Object],[object Object]
New tech-user typology
Overall picture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 1 Digital collaborators (8% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 1 Digital collaborators (8% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 1 Digital collaborators (8% of population) ,[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 2 Ambivalent networkers (7% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 2 Ambivalent networkers (7% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 2 Ambivalent networkers (7% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 3 Media movers (7% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 3 Media movers (7% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 3 Media movers (7% of population) ,[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 4 Roving nodes (9% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 4 Roving nodes (9% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 4 Roving nodes (9% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 5 Mobile newbies (8% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 5 Mobile newbies (8% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivated by mobility – Group 5 Mobile newbies (8% of population) ,[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 1 Desktop veterans (13% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 1 Desktop veterans (13% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 1 Desktop veterans (13% of population) ,[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 2 Drifting surfers (14% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 2 Drifting surfers (14% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 2 Drifting surfers (14% of population) ,[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 3 Information encumbered (10% of population) ,[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 3 Information encumbered (10% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 3 Information encumbered (10% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 4 Tech indifferent (10% of population) ,[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 4 Tech indifferent (10% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 4 Tech indifferent (10% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 5 Off the net (14% of population) ,[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 5 Off the net (14% of population) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stationary media majority – Group 5 Off the net (14% of population) ,[object Object],[object Object],[object Object],[object Object]
Final action item: Think/act like journalists ,[object Object],[object Object],[object Object],[object Object]
Thank you! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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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
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Editor's Notes

  1. TITLE: The nine tribes of the internet SUBJECT: Lee will cover the latest findings of the Pew Internet &amp; 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&apos;t Subject: Lee will run through the latest research of the Pew Internet &amp; American Life Project, especially the Project&apos;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.
  翻译：