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IBM study identifies four types of 'digital personalities'

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Armonk, N.Y.—A new survey from IBM Corp. identified four “digital personalities” emerging among users of the desktop and mobile Web. The four personalities identified by the “Beyond Digital” survey are:
  • ? Efficiency Experts: Representing 41% of digital consumers, this group uses digital devices to simplify daily activities, sending email rather than using regular mail, accessing the mobile Web and shopping online.
  • ? Content Maestros: Representing 35% of digital consumers, this group uses mobile devices and smartphones to check news, weather and sports, and access games, music and video.
  • ? Social Butterflies: Representing 15% of digital consumers, social butterflies frequent social networking sites and view shared videos.
  • ? Content Kings: Representing 9% of digital consumers, this generally male group plays online games and downloads movies and music.
  • For “Beyond Digital,” IBM surveyed 3,800 consumers in six countries—the U.S., China, France, Germany, Japan and the U.K. The survey was conducted online in the second quarter of last year.
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