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Group C : Becoming engaged

Members of this Group often acquire their competence in the use of information technology at work, since many of them are young people working in junior white collar occupations in modern offices. They are keen to become more expert in the use of new technologies and to use them for new applications. Many spend time browsing the Internet but without necessarily making many transactions.

Many members of this Group work in large cities and may be starting a life in a house that they own, typically in one of the cheaper inner suburbs. Their use of the Internet at work may be a practice that their employers may be keen to control or reduce.

 

Group Map

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Type C10 : E-bookers and communicators

This Type is a particularly active user of email, receiving and sending messages both at work and while on the move. The Type includes a large number of young, single people, who are particularly interested in the media of communications – they are heavy users of mobile phones but also frequent switchers to and adopters of new mobile technologies. Although ownership rates of personal computers are only average, many individuals use computers to order music and fashion on line. Downloading of music is a particularly common activity. But this Type does not make use of the latest technical features of information technology and is unlikely to have professional involvement in the IT industry.

Type C11 : Peer group adopters

This Type exists on lower income and is younger than its peers in Type C10, and is even more reliant upon email, text messaging and the use of mobiles to participate in peer group activities. Fewer members of this Type are employed in the types of job which would allow access to email at work, and many fewer use personal computers to purchase goods on-line. Members of this Type are more likely than those in Type C10 to have access to cable television and to be able to access information through digital television. Being younger this Type is more likely to be living at home with parents than in a shared rented flat.