Charts based on the event including additional information about the Tech Types.

1. 1
Title slide for Rufus intro

2. • Nearly half (45%) claim that they are more confident
using new technologies than they were 2 years ago
• Similarly, nearly half (44%) claim that they are more
knowledgeable using new technologies than they were 2
years ago
• Less than a quarter (22%) agree that they have very little
interest in technological services or devices
• Yet only the same proportion (22%) would consider
themselves a „technology geek‟
Increased tech confidence and knowledge
2011
2013

3. 3
Five tech types

4. 4
Each group = around a fifth of UK population

5. A quarter are under 35
Need reassurance and deals from tech companies
Traditional media habits
17% of 16-24‟s are Price Pragmatists

6. • Don‟t own many tech devices
• Seek out offers and deals
• Not very interested in technology
• Worried they don‟t know enough to make the right choices
• Tech is functional. Used to keep up to date, for info, and organising
social lives
• Need trusted information to help them make the right decisions and
boost their confidence
• Prefer print newspapers – popular and mid-market
Price Pragmatists: 21% of adults

7. 7
Price Pragmatists
Danny, aged 24
Bar worker
Lives at home with mum & sisters
Loves watching, following and playing
sport, going to the gym, and
socialising with friends
Passionate about movies, with a huge
DVD collection
http://www.youtube.com/watch?v=YPNUfMNMy6c
http://www.youtube.com/watch?v=jiWiVol2qFU
http://www.youtube.com/watch?v=TPAg-LN3Ky8

8. • Least likely to want new tech
– Only 37% wish they had more money to buy tech, compared with 50%
of Social Addicts and 56% of Tech Rich
• Not interested in tech
– I have very little interest in technological services or devices (Index 141
versus all adults)
• Feel more excluded from tech
– Just over half agree they “feel technology has become more accessible
to everyone over the last couple of years”, compared with over 70% of
all other groups
• Late adopters
– 26% would wait for later or cheaper versions to come out before buying
a new piece of technology, whilst 29% probably wouldn‟t buy at all
– Price Pragmatists who would buy are more likely than other groups to
wait until lots of their friends and family have one too (Index 186 versus
average)
What do we know about Price Pragmatists?

9. What do we know about Price Pragmatists?
Least research Fewest purchases,
rarely online
Poor ambassadors
* Search for information online, talk with friends/family about the product, talk to colleagues about the
product, visit comparison sites, visit product website, visit retailer website, read product reviews or
articles online, read product reviews/articles from newspapers, link with the brand through social
media, look at the product in store, talk to sales person
Only take 2 actions*
on average before
purchase
12% take no action
prior to purchase
(Index 200)
Least likely to buy
online (Index 80)
Fewer purchases
than other groups
35% talk about it
with friends & family
(Index 71)

10. Older, affluent late majority buyers
Bank of mum and dad
High spend on more traditional items

11. Quality Seekers
John, aged 63 and
Jan, aged 56
John‟s retired, Jan works part-time in an office
Two sons at university
John does the „chores‟ while Jan‟s at work. He
likes to relax by going for a walk, cycling or
popping into town for a coffee
Both enjoy theatre, shows, live
comedy, cinema, music and cooking
http://www.youtube.com/watch?v=hDCjYZB5JT0
http://www.youtube.com/watch?v=bwxENWSaohY

12. • Affluent, and prepared to pay for quality items that are built to last
and future proof
• Buying for older children as well as themselves
• Own more traditional and functional tech items, eg hi-fi
• Don‟t buy tech very often, and will replace items when they break
rather than chase the latest upgrade
• Keen to buy the best but not up to speed with tech developments, so
well-established brands and trusted information sources provide
reassurance
• Actively seek guidance and demonstrations of how to use
• BBC radio loyalists, who regularly read quality/mid-market
newspapers
12
Quality Seekers: 19% of adults

13. • Quality and functional considerations uppermost
– Function is more important to me than style (Index 117)
– When I buy technology items it is important that they will last (87%)
• Being connected is not a priority
– Do not buy new technology in order to keep in touch with friends and
family (Index 136)
– Only 12% own a smartphone
• Not technology geeks (Index 35)
• More likely than most groups to have traditional/non-mobile items
– HiFi (68%), desktop computer (78%), DAB (53%)
• Much more likely to have Freeview (72%) than pay TV (26%)
• Don‟t update very frequently (Index 48)
• Late adopters
– 70% tend to buy technology once it is more widely used and has been
tried and tested
13
What do we know about Quality Seekers?

14. What do we know about Quality Seekers?
Lots of research
and reassurance
Mostly buy in store Talk to family
and friends
Take 4 actions on
average before purchase
41% talk to a sales
person before purchase
(Index 124)
60% will look at the
product in store (115)
Influenced by brand
reputation (Index 116),
recommendation in store
(116) and reliability (105)
88% purchased
technology in store
53% talk to family and
friends but least likely to
write product review
(Index 80)

15. Family focus
Importance of popular print newspapers
TV affects demand for other devices

16. TV Worshippers
Michelle, aged 35
Does “off and on” promotional work
Single mum, lives with 7 year old daughter
Life focuses around home and family
Enjoys going on holiday with daughter,
watching TV together
http://www.youtube.com/watch?v=ouctHal3tB0

17. TV Worshippers
Dean, aged 40
Owns security firm
Married, with young children
Home and social life centres around the kids
Hobbies include watching TV, films and
watching sports. He‟s an avid Chelsea fan
http://www.youtube.com/watch?v=1DAFH-SJnKw

18. • TV is always on: the focal point of the living room and daily family
life and background to other tech & media use
• Very high levels of Sky subscription/PVR ownership
• Tech purchases driven by entertainment needs
• Watching more catch-up and on-demand TV than ever before, on a
range of platforms and devices
• Wish list is dominated by new TVs, sound systems and subscription
packages
• Often buying tech for children. Kids also tend to dominate viewing
choices, with the TV acting as entertainer and childminder
• Heavy readers of popular and mid-market newspapers – mostly print
but also online
TV Worshippers: 23% of adults

19. • TV , TV and more TV
– 94% have Pay TV (compared with 15% of Price Pragmatists)
– 85% have digital TV recorder
• Passionate about TV
– PVR technology such as Sky+ has changed the way I watch Television
(Index 140)
– I often record a programme on TV then don't get a chance to watch it
(Index 120)
– I am a TV addict (Index 120)
– Watching TV is my favourite pastime (Index 117)
• Mobile ownership very high (96%) but only 50% have smartphone
• High spend on TV tech means they are highly price sensitive
– Price is an important purchase influence for 64%
– More likely to seek special offers (Index 130)
What do we know about TV Worshippers?

20. What do we know about TV Worshippers?
Lots of search
and price checks
Mostly buy in store No action
Take 4 actions on
average before purchase
41% visit comparison
sites (Index 114)
47% search online for
information about the
product (Index 107)
35% influenced by the
channels included in a
package (Index 175)
56% influenced by offers
(Index 117)
53% buy over the phone
(Index 150)
[e.g. TV subscriptions]
Least likely to take any
action after purchase
(Index 95)

21. Not so young
Important influencers for friends
Need to be connected
Digital first, with traditional back-up

22. Social Addicts
Andy, aged 44
Freelance photographer -
weekdays and weekends often
blurred
Lives alone and works from home
Likes reading, enjoys exercise
and going for walks to get a break
and provide inspiration
Enjoys going out for coffee and
meeting friends for dinner
http://www.youtube.com/watch?v=z2oth5SgXpE
http://www.youtube.com/watch?v=HqKTDjtdVmI

23. Social Addicts
Sophie, aged 23
Admin assistant for charity theatre
group and also works part-time in
local café/bar
Lives in house share with four
others
Enjoys spending time with
friends, reading, shopping, theatre,
writing, videos
http://www.youtube.com/watch?v=KtGXI2vWD_E

24. Social Addicts
Tiffany, aged 26
Local council worker
Lives alone (recently inherited house)
Passionate about fashion, loves cars, a
self-confessed shopaholic particularly for
clothes. Enjoys socialising and keeping
in touch with friends

25. • Strong emotional attachment to mobile devices – as an extension of
themselves, or even a fashion accessory
• Tech ownership is high – and all about mobile, communication and
being constantly connected
• Really love to buy new gadgets and frequently update
• Brand is key and they are driven by trends
• Updates coveted for image and status more than techie interest
• Seek out reviews and online user comments – and feedback to
friends, family and online forums post-purchase
• High consumers of digital and social media, including all types of
newsbrands, plus print quality titles (often at weekends)
Social Addicts: 18% of adults

26. • Knowledgeable but not “techie”
• Highest ownership of most mobile devices
– MP3s 95%
– Laptops 91%
– Games consoles 77%
– Smartphones 79%
• Mobile is essential to life
– I cannot do without mobile communication (Index 135)
• Early adopters when the product is right
– Most likely group to buy as soon as product is released (13%)
– Love to buy new gadgets and devices (Index 147)
• Social connection motivates
– I buy new technology in order to keep in touch with friends and family
(Index 125)
What do we know about Social Addicts?

27. What do we know about Social Addicts?
Social searching
and ads
Convenience Talk and
influence
Take 4 actions on
average before purchase
19% talk to colleagues
about the product (Index
146)
45% talk with
friends/family about the
product (125)
16% will look at
advertising (123)
17% influenced by
advertising (Index 123)
47% influenced by
experience (123)
32% influenced by
recommendations (116)
Buy technology over all
platforms
29% talk about the
product with colleagues
(Index 120)
59% talk about the
product with friends or
family (120)
9% write comments or
status updates on
Facebook (110)

28. Not young, not all male
55% buy tech online
The most influential
Account for 36% of last year‟s tech purchases

29. 29
Tech Rich
Lucy, aged 40
Teacher
Married, with son & daughter still at school
Enjoys spending time with family, and
socialising with friends
Loves having “a nosey around” to find out
what‟s going on in the world, the world of
teaching and her friends
http://www.youtube.com/watch?v=W6Sg3LOJBFE

30. 30
Tech Rich
Sameer, aged 59
Healthcare project manager
Lives with wife, and 2 grown-up children
Has a passion for writing and plans to
pursue this when he retires
Hobbies include spending time with his
family, theatre and watching sport
http://www.youtube.com/watch?v=GXFgMh45tvI

31. 31
Tech Rich
Callum, aged 29
Stand-up comedian and office temp
Shares flat with his girlfriend
Enjoys socialising and having friends
over for dinner
Likes to keep up with the latest US
and UK trends across a wide range
of topics
http://www.youtube.com/watch?v=oIjZcvfg4gg
http://www.youtube.com/watch?v=XRhlv_R0qUw

32. • Ownership and knowledge of tech items reflect self-image and
status – it‟s really important their household has the latest tech
• Affluent high spenders with the highest levels of tech
ownership, across a wide range of devices
• Have a passionate interest in technology and a lust for the latest
device or version
• Source of advice for friends and family – happy to be considered
geeks and show off items and knowledge
• Feel reliant on tech, it‟s an integral part of all aspects of life
• Thoroughly research pre-purchase and may tweet afterwards
• High levels of online newsbrand readership across a broad range of
titles, plus quality print newspapers
Tech Rich: 19% of adults

33. • 70% are over 35
• 4 in 10 are women
• Have the highest level of tech ownership – on average own 11
devices compared with just 3 for Price Pragmatists
• Tech junkies, who are at ease with technology:
– It is important my household is equipped with the latest technology
(Index 156)
– I consider myself a technology geek (Index 140)
– I would rather spend more for quality technological devices and services
(Index 125)
– I buy new technology in order to keep in touch with friends and family
(Index125)
• Much higher than average interest in most news topics, but
especially computing/multimedia/internet (Index 153), new product
reviews (Index 138) and science and technology (Index 137)
What do we know about the Tech Rich?

34. What do we know about the Tech Rich?
Lots of research Buy online Show off & influence
Take 5 actions on average
before purchase
5% link with the brand
through social media (e.g. like
on Facebook) (Index 167)
24% Read product reviews or
articles from newspapers
(online or print) (160)
63% search for information
about the product online (143)
52% influenced by user
reviews or opinions (167)
32% influenced by the
channels included in a
package (160)
44% influenced by expert
reviews (157)
55% buy online (Index 130) 7% will tweet about
the product (Index
180)
12% write
comments or status
updates on
Facebook (150)

35. Tech Rich spend most on tech items & devices
(excl pay TV & Mobile)

36. TV Worshippers spend most on pay TV

37. Social Addicts spend most on mobile

38. 38
The media landscape for our tech groups

39. Tech Nation groups across the generations

40. Social class profiles
(Source: TGI Clickstream Q4 2012)

41. Media Consumption

42. Price Pragmatists

43. Price Pragmatists

44. DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week
Outdoor advertising: Those that have seen any outdoor advertising n the past week
TV: Those who watch more than 20 hours of television a week
Online: Those who use the net for more than 2 hours per day
Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday
Cinema: Those who go to the cinema at least 2 or 3 times a year
Price Pragmatists
75% 75%
55%
24%
40%
26%

45. Price Pragmatists
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
% of those consuming each media accessing
at each daypart

46. • Traditional attitudes and preferences
– I prefer to watch television programmes at
the time they are broadcast, rather than
record them (Index 133)
– I would not change the newspaper I read
(Index 113)
– I listen to the radio mainly for
companionship (Index 110)
• Positive attitudes towards advertising –
enjoy and use, particularly when in buying
mode
– If I'm looking for bargains in the shops, I
always look first in my local paper (Index
125)
– On television I enjoy the adverts as much
as the programmes (Index 110)
What do Price Pragmatists feel about media?
“I just like holding it, I
mean, faffing around on a
computer, you know with going on
it, and you‟re scrolling down to
read the story, at least you got the
paper there and you can just read
it and come back to it when you
want.”
Danny, 24
On why he
loves his paper

47. 47
Quality Seekers

48. Quality Seekers

49. DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week
Outdoor advertising: Those that have seen any outdoor advertising n the past week
TV: Those who watch more than 20 hours of television a week
Online: Those who use the net for more than 2 hours per day
Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday
Cinema: Those who go to the cinema at least 2 or 3 times a year
Quality Seekers
76%
86%
51%
39%
59%
38%

50. Quality Seekers
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
% of those consuming each media accessing
at each daypart

51. • Traditional attitudes, with a strong
preference for BBC Radio and TV
– The growth in stations is diluting the
quality of television (Index 128)
– I prefer to watch television programmes
at the time they are broadcast, rather
than record them(Index 125)
– I find advertising a waste of my time
(Index 121)
– I always listen to the radio more intently
when the news comes on (Index 120)
• Trust their chosen newspaper to
provide news and advice
– I read the financial pages of my
newspaper (Index 128)
What do Quality Seekers feel about media?
“On the weekend, where they
have the money pages, it‟s like
advising you to save money...they
might feature TVs one week and
so that might persuade me to go
out and have a look...If you were
interested you‟re going to sit and
read it aren‟t you, and maybe
even keep it”
Jan, 56
On reviews and
advice in the
paper

52. 52
TV Worshippers

53. TV Worshippers

54. DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week
Outdoor advertising: Those that have seen any outdoor advertising n the past week
TV: Those who watch more than 20 hours of television a week
Online: Those who use the net for more than 2 hours per day
Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday
Cinema: Those who go to the cinema at least 2 or 3 times a year
TV Worshippers
75%
82%
61%
42% 40% 43%

55. TV Worshippers
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
% of those consuming each media accessing
at each daypart

56. • Love TV and all the new ways of
getting more, more conveniently
– PVR technology such as Sky+ has
changed the way I watch
Television (Index 140)
– I often record a programme on TV
then don't get a chance to watch it
(Index 120)
– I am a TV addict (Index 120)
– Watching TV is my favourite
pastime (Index 117)
• Newspapers are part of the daily
routine and are scoured for offers
and information
What do TV Worshippers feel about media?
“I get the news...but for me
specifically I‟m buying the
newspaper to see the ads really.
Like latest phones, the latest
foods which are out. The buys, the
tokens, the latest gossip... but
when there‟s something big, if
there‟s a big spread on it, I can
read it in detail in the paper.”
Michelle, 35
On why she
buys a paper

57. Social Addicts

58. Social Addicts

59. DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week
Outdoor advertising: Those that have seen any outdoor advertising n the past week
TV: Those who watch more than 20 hours of television a week
Online: Those who use the net for more than 2 hours per day
Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday
Cinema: Those who go to the cinema at least 2 or 3 times a year
Social Addicts
72%
87%
45%
55%
42%
66%

60. Social Addicts
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
% of those consuming each media accessing
at each daypart

61. • Prefer mobile and digital, as they need
to know what‟s going on and follow up
impulses
– I tend to be influenced by
comments/reviews posted online by
other internet users (Index 160)
– I couldn't live without the internet on my
mobile phone (Index 151)
– I often refer to the internet before
making a purchase (Index 140)
• Enjoy flexibility & personalisation
– I use 'on demand' TV services to create
my own TV schedule (Index 142)
• More prepared to pay
– I would be willing to pay to access
content on magazine website (Index 138)
What do Social Addicts feel about media?
“Now that I have the ease of
downloading an app, whether it‟s
for free or a small charge, it kind
of encourages me to get different
perspectives just because of the
convenience. Not many people
could go into a shop and buy three
newspapers to have a look how
different stories are presented. I
follow loads of news on Twitter”
Andy, 44
On digital
newsbrand
apps

62. Tech Rich

63. 63
Tech Rich

64. DEFINITIONS
Newsbrand TOTAL: those that read a newspaper almost always or quite often or have visited a news brand website in the past week
Outdoor advertising: Those that have seen any outdoor advertising n the past week
TV: Those who watch more than 20 hours of television a week
Online: Those who use the net for more than 2 hours per day
Radio: Those who listen to radio for more than an hour a day during the week or on Saturday or Sunday
Cinema: Those who go to the cinema at least 2 or 3 times a year
Tech Rich
77%
90%
53%
50%
59% 60%

65. Tech Rich
Breakfast Mid/late morning Lunch/early
afternoon
Late afternoon Early evening Mid evening Late evening/night
TV Radio Newsbrands
% of those consuming each media accessing
at each daypart

66. • Welcome innovation
– PVR technology such as Sky+ has
changed the way I watch television
(Index 186)
– I use 'on demand' TV Services to
create my own TV schedule (Index169)
– I prefer watching films in 3D (Index
158)
– I am looking forward to watching 3D TV
at home (Index 152)
• Value being in the know
– I would be willing to pay to access
content on newspaper websites
(Index166)
What do Tech Rich feel about media?
“I read the news on my phone as
well, but I find the newspaper a
more intellectual read... online has
always been more celeb
type, showbiz type news... and a
very quick snapshot of what‟s
going on in the world ”
Lucy, 40
On multiplatform
newsbrand
choices

67. 67
Inspiration Opinion Information

68. Trust and information

69. 69
Trusted media
Most trusted sources of advertising when purchasing technology

70. Top sources believed to give enough information to aid
technology purchasing decisions
Information

71. Media roles in the decision making journey
Icons for each media all on the
page and zoom in on a click

72. TV
TV adverts inspiring as offer a mixture of visuals
and sound. Can showcase product and key
functions (e.g. Kindle being used on beach)
Likely to follow up on ads, even if not to make
immediate purchase
Consumer advice items on TV programmes
valued (e.g. Martin Lewis, Anne Robinson on This
Morning)
However, TV technology programmes often too
aspirational, showcasing unaffordable products
Suspicion that manufacturers are influencing the
items featured / provided for tests
More associated with entertainment than
information, thus issues with trust and even
concentration given at time of viewing

73. For radio listeners, programmes on tech would
be trusted especially if on Radio 4 or similar.
However, lack of awareness or consumption of
such content
Adverts not effective as can‟t see the product.
Also difficult to take in much information about
tech spec or deals
Whilst authoritative, the medium has traditional
connotations, perhaps not best suited to the
category
Radio

74. Generally the most highly rated info source and the
one all others are compared to…
The most trusted source of information, with
advice frequently sought
Also a key source of inspiration when seeing
friends and family members with tech items
„Pester power‟ of children often having an impact
on purchase decisions
Friends & Family

75. Retailers
Varies by retailer, e.g. John Lewis especially
trusted as advisors with opportunity to see in store
before purchasing online
Offer chance to see and touch the product before
purchasing and ask for advice (often a stage when
other sources used)
However, may be motivated by sales targets, and
unlikely to emphasise flaws. Limited to products
they have on offer, rather than giving full spectrum
of advice
Can also vary by knowledge of sales assistant.
This seen as often being general, rather than
expert / sub-category specific

76. A valued source for detailed information on
technical spec and comparing models within range
Important role in after-sale service, community
and information than purchase decision making.
Often a content hub (e.g. Apple, Amazon)
Not a neutral source for opinion or finding out
about potential flaws
Brands websites

77. The discussion on websites was reflected in
conversation around magazines
Like electrical retailers, the provider/brand is
important. A service like Which? is seen as a
source of unbiased information and opinion
User comments on forums can be trawled to
look for common pluses or negatives for
products
Can allow efficient comparison of a range of
brands and products
User comments seen as „faceless‟, may not
have high knowledge or may have hidden
agenda
May be influenced by manufacturers, and
adverts alongside reviews can raise suspicion
Specialist websites

78. Newsbrands seen to have strengths in
inspiration, opinion, and information…
Adverts seen to spark interest in products (e.g.
Virgin Media offer for 6 months half
price)…important role at outset of purchase
process. Deals and offers appealing
Reviews respected, seen as a trusted source of
consumer information. More accountable than
tech forum reviews, not just faceless comment
Allows detailed reading and
consideration, association with in-depth coverage
Online user comments benefit from association
with the newsbrand. Give sense of the type of
person commenting
Newspaper adverts not seen as compelling as the
audio-visual mix of TV
Newsbrands

79. Newsbrands seen to have strengths in
inspiration, opinion, and information…
Adverts seen to spark interest in products (e.g.
Virgin Media offer for 6 months half
price)…important role at outset of purchase
process. Deals and offers appealing
Reviews respected, seen as a trusted source of
consumer information. More accountable than
tech forum reviews, not just faceless comment
Allows detailed reading and
consideration, association with in-depth coverage
Online user comments benefit from association
with the newsbrand. Give sense of the type of
person commenting
Newspaper adverts not seen as compelling as the
audio-visual mix of TV
Newsbrands

80. 80
Practical pointers
An extra piece of the jigsaw
Media considerations for the 68% of 15-34s
who are not social addicts
Early adopters in other key categories are
likely to be older
We can run the tech types against your brand
We will bring more analysis and research to
provide continuing insight

81. 81www.newsworks.org.uk/Geek-Calculator

82. TGI Clickstream
Analysis
Consumer
Ethnographies
Quantitative
Omnibus
A powerful story of the new Tech Nation, the
different types of technology consumer, and the
implications for brands and media
82
Tech Nation: the research programme
• Exploring tech sector
behaviours & attitudes
• Developing segmentation
based upon tech usage and
attitudes to uncover consumer
groups of interest
• A view from the
coalface, understanding the
consumer journey in
technology purchase & usage
• Highlighting the role for media
• Adding robust numbers to the
consumer observations
• Questionnaire development
guided by insights from other
research strands
Develop new insight into the nation and their use of technology

83. 1. TGI Clickstream segmentation, using K-means cluster analysis of
Q4 2012 data
– TGI Clickstream provides a comprehensive database of online metered
data integrated with consumer usage habits, lifestyles, media exposure
and attitudes, for 24,000 panellists across Great Britain
2. TNS Omnibus, nationally representative sample of 2460 people
interviewed online in April 2013
3. In order to validate the findings and provide a deeper
understanding of the consumer journey in technology purchase and
usage, the research also included 36 hours of ethnographic filmed
interviews with 14 people representing the five types of consumer
identified
83
Tech Nation: Sample & method