Communications Tribes: Self-Reliant Sceptics

New ways of communicating and discovering information can certainly be exciting for some. But with so much information swirling around, it is unsurprising to discover that this can also breed or strengthen scepticism.

Social attitude surveys have long found a significant proportion of people to be untrusting of strangers, institutions and others. However, it seems logical that exposure to a plethora of new sources of information of dubious quality might heighten this scepticism. Certainly, the rise of ‘fake news’ should make us all at least somewhat wary of taking anything and everything we read online at face value.

However, the internet is also a powerful tool to at least take a more proactive approach. If relying on number one is the most sure-fire way to a sound decision, online communication allows individuals to research for themselves and make up their own minds.

The Self-Reliant Sceptics are the fourth segment we discovered. Unlike some of our more technologically-engaged segments they are far less trusting of the outside world and most communication channels, but it’s important not to write them off as disenchanted or disengaged.

Self-Reliant Sceptics infographic

Find out more about the Communications Tribes:

  1. Snappy Socialisers
  2. True-World Traditionalists
  3. Confident Calculators
  4. Self-reliant Sceptics
  5. Breezy Believers

Read the full report here

Find out which tribe you belong to by taking our quiz!