Communications Tribes: True-World Traditionalists

New technology may have changed the way many of us communicate but it is important to remember that there are many for whom this impact has been minimal and still more who feel suspicious or hostile.

It is perhaps one of the difficulties posed by an increasing speed and variety of communication that there is an increasing gulf between the haves and the have nots. Those who embrace these technologies have the ability to communicate and consume media like never before.

However, on the other end of the spectrum, those left behind may find it increasingly difficult as fewer people want to engage on the terms they recognise and prefer.

There are numerous factors impacting this trend – education and age especially so. Yet, as Ofcom’s UK Media Landscape has shown for the past two years running, the fastest growing group of internet users are over 65s who are logging on for the first time in incredible numbers. Whether this is a genuine embrace of new communications methods remains to be seen.

Our second group, the True-World Traditionalists, could easily be seen as the left-behinds in the evolving communications landscape. They are generally older, with a heavy skew towards the 55+ age group. They are more likely to be of a lower social grade (61%) (either blue collar workers or retired), and have fewer formal qualifications.

True World Traditionalist inforgraphic


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

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