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.