Geek Nation: new study defines our engagement with technology

The UK has become a nation of technology obsessed geeks according to a new study from Newsworks and Kantar Media.

Dividing the UK’s population into five key types based on ownership and lifestyle choices, the report is built on the analysis of 24,000 TGI Clickstream panellists combined with ethnographic and omnibus research.

The five tech types, detailed below, separate the UK into those that are ‘Tech Rich’ (19% of adults) ‘Social Addicts’ (18%), ‘Price Pragmatists’ (21%), ‘Quality Seekers’ (19%) and ‘TV Worshippers’ (23%).

With annual expenditure on technology products up to more than £50 billion and continuing to rise as tablets, mobiles and TVs become increasingly central to our lives, the research also demonstrates how no one is exempt – with only a hierarchy of different levels of technological engagement.

The research goes on to reveal insights into consumer attitudes to technology, the devices they own, purchase journeys and media consumption.

“Tech ownership has a direct bearing on media habits and this research reveals some interesting surprises,” said Vanessa Clifford, client services and strategy director, Newsworks.

“Age, earning power and class are not necessarily the best way of distinguishing one group from another in today’s complex media landscape.”

To support the launch of the study, Newsworks has created the Great British Geek Calculator that allows anyone to profile themselves and see how they fit into the new Tech Nation. Click here for details.