This Group includes a number of moderately well paid blue collar workers for whom the Internet and personal computing provide important leisure activities. This Group tends to use the Internet not for obtaining information about products or for learning, but rather to provide access to music, games and general entertainment. People in this Group are smart enough to learn new methods of accessing what they want but they are not necessarily interested in technology for its own sake. Besides providing a form of personal relaxation they also see the computer as a resource for family entertainment.

Members of this Group are found among areas of cheaper owner occupied housing, particularly in neighbourhoods with high proportions of households with children.

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This Type comprises many younger and middle aged men who particularly rely upon the Internet to buy music, books and videos. They are also active Internet purchasers of computer games and of fashion wear. This Type is happy to undertake a wide variety of transactions on the Internet but tends not to be professionally involved in the development of information technology when at work.

Members of this Type are not currently particularly active users of electronic technologies but are very interested in considering the purchase of new or enhanced products, from the range of mobile and personal computer devices. Many access the Internet using broadband and a high proportion purchase computer games. However this Type is less interested in using the Internet for shopping, seeing it primarily as a leisure and entertainment medium.