Digital developments have led to a clear distinction between groups of consumers. The first generation of people who grew up in the digital era are now adults. On the other hand there are people who are still getting used to the latest innovations. We thus stand at a unique crossroad in time where we can distinguish the following groups: those who have always been “connected”, those who have been able to fit the digital developments into their lives and those who have been “offline” for the majority of their lives.
This leads to many interesting questions. Are the lives of individuals who grew up in the digital world different from those who grew up without access to the internet? How can we define digital lifestyles?
To answer these and other questions, we have developed a domain-specific research program for the digital world: digitality. Through constant research into digital behaviour, values and lifestyles we can answer questions such as:
The Digitality model is based on four classifications: high and low digital social engagement and high and low technological-involvement. This is visualized along two axes, which make up the five types of digital citizens. These five types all score differently on the following six underlying digital values that characterize digital behaviour:
Digitality offers insights into the digital life of consumers, their behaviour and underlying motives. This type of research provides answers to questions concerning: