An Introduction to Computer Active Tribes

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An Introduction to Computer Active Tribes

• April 2007

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An Overview of The Tribes

• The tribes were created by analysing TGI clusters
  based on Computer Active Readership and their
  attitudes to those lifestyle statements most
  important to Computer Active Readers.
• To enable a sufficient sample size the analysis
  used a double TGI base, from April 2004 to March
  2006.
• The resulting Tribes are
• Discerningly Digital The sophisticated user
  (40)
• Technology Tigers New, rapid learner, playing
  catch up to better themselves (20)
• Emerging Enthusiasts They know they ought to so
  are putting their toes in the water, gently
  (20)
• Liberated and Loving IT Confident, use for the
  convenience of their own lives, respectful
  of but not ruled by technology. It is there
  for them, not the other way around (20)

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The Computer Active Reader

• There is definitely a overall Computer Active
  reader type.
• They are male, middle aged and generally gently
  upmarket. They may or may not have children.
• They have a PC, the Internet and Broadband at
  home. They tend to be the main user they are
  not bought for their childrens homework!
• They spend a lot of time on their PC and the
  Internet, far higher than average.
• A computer is quite integral to the day to day
  running of their lives. Being used
  comprehensively for several functions, e.g.
  research, finances, home management, work,
  travel.
• They are confident with the Internet and happy to
  purchase goods online.
• They consider the Internet to be the best and
  first point of contact when making a purchase.

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The Computer Active Reader

• Likewise they have mobile phones. The more
  sophisticated use their mobile for Internet
  connection, to receive emails etc.
• Media wise they are readers of newspapers and
  magazines. They also like radio. They are not
  TV Viewers.
• nor do they especially like sports or drinking.
• They have 2 cars per household.
• They are financially burdened they have lots of
  credit cards and have had to extend the borrowing
  on their homes.
• They are always looking for bargains, offers,
  competitions etc.
• They are cautious with most having pensions and
  insurance.

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1. Discerningly Digital, 40
The sophisticated user at the top of the CA rung.

• Personally
• (A)BC1, working males.
• 45, any children aged 5-9.
• Good earnings, 23-50kpa.
• Home owners.
• Read qualities and Mags.
• Cinema goers and radio listeners.
• Consider their appearance.
• Gently appreciate culture.
• Sorted insurance, pension mortgage.
• 3 cars. Will buy second hand.
• Take 3 holidays pa, often a short break.
• Donate 100 pa to charity. On DD.
• Long term mobile phone contract.
• Technology consumed and centred.

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1. Discerningly Digital, 40
The sophisticated user at the top of the CA rung.

• Digitally
• Had a PC at home for over two years.
• They are the main user.
• Used the internet in and out of home for over 2
  years.
• High broadband penetration.
• C.14 have access through mobile phone.
• PC and Internet usage is daily, for several
  hours, is comprehensive and adventurous.
• Use the Internet to research and book their
  holidays.
• Significant and broad online purchasers.
• Highest almost always readers of CA.

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2. Technology Tigers, 20
The careerists. The new, rapid learner, playing
catch to better themselves

• Personally
• (A)BC1, working males
• Youngest tribe at 37. Children 5-15, Income 17k
• Rent home. Southern (London).
• Read newspapers and Mags.
• Like Cinema, radio and posters.
• Urban Lifestyle.
• Their appearance is important.
• Have insurance, company pension recent
  mortgage.
• 2 cars.
• 2 expensive long haul holidays p.a., longer
  duration.
• Donate 10 pa to charity. Ad hoc cash.
• New mobile phone contract.
• Eat Out. Heavier Drinkers.
• High credit card ownership.
• All about show.

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2. Technology Tigers, 20
The careerists. The new, rapid learner, playing
catch to better themselves

• Digitally
• More recent home PC ownership.
• They are the main user.
• Highest flat screen TV Tuner penetration.
• Strong gadget/add on preferences.
• Highest users of home PC for work.
• Have laptop.
• Most recent Internet at home access.
• Internet access is frequent and heavy, but less
  than Discerningly Digitals.
• Especially keen on jobs and downloading music.
  Some game playing.
• Confident online purchasers.
• Lowest almost always readers of CA, highest Quite
  Often.

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3. Emerging Enthusiasts, 20
They know they ought to so are putting their toes
in the water, gently.

• Personally
• C2DE, least male (60).
• 46. Children older 10-15.
• Lowest Income, under 17k.
• Rent home. Northern.
• Read populars and Mags.
• See posters.
• Love ITV, TV addicts.
• No insurance. SERPS. Any mortgage is older.
• 1 car.
• Few holidays, these are focussed on familiarity.
• Donate 10 pa to charity. Ad hoc cash.
• PAYG mobile phone.
• Bargain hunters.

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3. Emerging Enthusiasts, 20
They know they ought to so are putting their toes
in the water, gently.

• Digitally
• Newest to own a PC at home.
• Least likely to be main user.
• Newest but least with Internet access.
• Internet access is from home only, is less
  frequent but still above average hours Vs the
  population.
• CA readership average, some strong Almost Always
  and Only Occasionally.

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4. Liberated and Loving IT, 20
Confident, convenient, respectful of but not
ruled by technology.

• Personally
• ABC1.
• Least working, 52.
• Oldest tribe, 55.
• High Income 17k-50k.
• Own home. Northern.
• Read qualities, mids and general Mags.
• Cultured.
• Have insurance, SERPS mortgage.
• 2 cars. New.
• Use the experts garages, brokers, advisors.
• Risk averse?
• 3 holidays, everywhere everyone, 7-14 days.
• Donate 100 pa to charity. Pay DD.
• PAYG mobile phone.
• Anti ads, TV, liberation.

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4. Liberated and Loving IT, 20
Confident, convenient, respectful of but not
ruled by technology.

• Digitally
• Had a PC at home the longest.
• Less whistles and bells (e.g. least DVD).
• They are the main user.
• Used the internet, only at home, for over 2
  years.
• Usage is frequent, but for shorter periods, under
  5 hours.
• Major use is for travel.
• Although finance, hobbies etc score well.
• Highest Only Occasionally readers of CA, lowest
  Quite Often.

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Summary

• The 4 tribes offer an insight into the range of
  readers that Computer Active have and their
  levels of sophistication.
• The average is male, mid 40s and ABC1.
• But there is much to them and their needs and
  desires as consumers of technology and life in
  general.
• Computer Active provides a unique and valued
  opportunity to reach them.