This Group tends to take a rational and considered view of electronic communications and technologies. These people are not interested in mobile phones, texting or the Internet as lifestyle accessories; they do not feature as major topics of conversation within the social networks to which they belong and they do not provide a significant focus for leisure activity. However people are reasonably well equipped and use the Internet to search for information, to buy products and to undertake transactions where there are obvious efficiency benefits.

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This Type tends to have access to the Internet at home and to use it extensively for shopping for groceries, wines, apparel, books and holidays, and for transacting financial services. Many of these people live in the countryside and beyond the reach of cable television services. These people do not tend to use computers for playing games or as a form of leisure activity. Not being particularly heavy readers of computer magazines, these people treat the computer as a tool rather than as an end in itself.

This Type consists of well educated, urban professionals with a high proportion of middle aged females, who use the Internet both for ordering and for information. Many of them have access to email and the Internet at work and consider information technology as a natural method of acquiring information – both as consumers and as emerging professionals. They tend to have access to technology that they are comfortable with and are less concerned than other groups about peer group opinion or the outward visible features of electronic devices.

This Type contains many people who have access to electronic technologies but who are not very heavy users of them. Mostly in late middle age, these people do not view technology as a leisure activity and are not influenced by fashions or the need to keep up with peer groups. This Type, though it does have access to the internet, tends not to use it to purchase games, fashion wear, videos or holidays, preferring to deal with organisations directly. However the Type does purchase flowers over the Internet.