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Pew Internet & American Life Project has released the results of a survey of more than 4,000 U.S. adults. The survey has classified the Americans into a range of groups based on usage of and attitudes toward the Internet and mobile phones. Those interested in checking out the questionnaire can download it from here.

This report is definitely shocking as it says only 8% of the American population are deep users of web and mobile applications while a whopping 49% of the American population occasionally use modern gadgetry and don’t care much about electronic connectivity.

Below are excerpts of the research across various classifications, you can download a copy of the full report from here:

Elite Tech Users (31% of American Adults)

Omnivores (8% of American Adults, Median age = 28 Years):

They have the most information gadgets and services, which they use voraciously to participate in cyberspace, express themselves online, and do a range of Web 2.0 activities. Most in this group are men in their mid- to late twenties.

Connectors (7% of American Adults, Median age = 38 Years):

Between featured-packed cell phones and frequent online use, they connect to people and manage digital content using ICTs (Information and Communications Technology) – with high levels of satisfaction about how ICTs let them work with community groups and pursue hobbies.

Lackluster Veterans (8% of American Adults, Median age = 40 Years):

They are frequent users of the internet and less avid about cell phones. They are not thrilled with ICT-enabled connectivity and don’t see them as tools for additional productivity. They were among the internet’s early adopters.

Productivity Enhancers (8% of American Adults, Median age = 40 Years):

They have strongly positive views about how technology lets them keep up with others, do their jobs, and learn new things. They are frequent and happy ICT users whose main focus is personal and professional communication.

Middle-of-the-Road Tech Users (20% of American Adults)

Mobile Centrics (10% of American Adults, Median age = 32 Years):

They fully embrace the functionality of their cell phones. They use the internet, but not often, and like how ICTs connect them to others. 37% have high-speed internet connections at home. The group contains a large share of African Americans.

Connected but Hassled (10% of American Adults, Median age = 46 Years):

They have invested in a lot of technology (80% have broadband at home), but they find the connectivity intrusive and information something of a burden.

Few Tech Assets (49% of American Adults)

Inexperienced Experimenters (8% of American Adults, Median age = 50 Years):

They occasionally take advantage of interactivity, but if they had more experience and connectivity, they might do more with ICTs. They are late adopters of the internet. A few of them have high-speed connections at home.

Light but Satisfied (15% of American Adults, Median age = 53 Years):

They have some technology, but it does not play a central role in their daily lives. They are satisfied with what ICTs do for them. They like how information technology makes them more available to others and helps them learn new things.

Indifferents (11% of American Adults, Median age = 47 Years):

Despite having either cell phones or online access, these users use ICTs only intermittently and find connectivity annoying. Few would miss a beat if they had to give these things up.

Off the Network (15% of American Adults, Median age = 64 Years):

Those with neither cell phones nor internet connectivity tend to be older adults. A few of them have computers or digital cameras, but they are content with old media.

Popularity: 1% [?]

RSS feeds do not provide its subscribers with the same comprehensive information that is found on NBC/MSNBC’s websites according to a study by the International Center for Media and the Public Agenda (ICMPA), at the University of Maryland, College Park.

The study also documented that it was difficult even to get all of the staff-generated stories from ‘today’ via RSS feeds. The study looked at 24 RSS feeds from NBC/MSNBC, for example, and even after selecting so many feeds the researchers only counted about half the number of “today’s” international news stories coming through the RSS feeds as were accessible from a search on the MSNBC website.

The study also found out that all RSS feeds are different and lack a standard. RSS users never know exactly what stories are NOT being sent via their RSS feeds without going back to the home websites.

So, if you think that RSS feeds are giving you the same stories that you can find on a news site, think again.

Popularity: 1% [?]

More than half of business technology pros surveyed by InformationWeek Research,
a CMP Technology property, are either skeptical about tools such as blogs, wikis and online social networks, or they’re willing but wary of adopting them.

Business technologists are concerned about security, return on investment and their staffs’ skills in implementing and integrating new Web 2.0 tools.

The biggest challenge in implementing Web 2.0 tools is creating an organization culture which is open and ready to adapt to the changing world. It doesn’t just work by starting a blog in a company, employees have to sink in the benefits of blogging and develop a passion for it. Successful companies who use blogs, wikis etc need to have a strong top management buy in and become first movers than adopters of technology.

Wells Fargo Securities, for example, is experimenting with blogs, wikis and RSS feeds. Wells Fargo employees are embracing hundreds of blogs to brainstorm with one another and interact with customers. Wells Fargo is using RSS feeds for a number of wide-ranging purposes, from helping automate work processes to improving the quality of data warehouses to help Wells Fargo gauge consumer requirements, interests etc.

Popularity: 1% [?]

A study conducted on 3,000 US Internet users by MySpace and Isobar finds that campaigns taking place within social networks, while difficult to quantify, do in fact deliver value for marketers.

They came up with a metric known as: “Momentum Effect” to measure the quantify the impact of a brand within a social network beyond traditional advertising impressions to encompass the viral power of consumer-to-consumer communication.

Isobar states that Adidas and Electronic Arts attributed more than 70% of their marketing return on investment to the Momentum Effect.

The new study also found that more than 40% of all social networkers said they use social networking sites to learn more about brands or products that they like, and 28% said at some point a friend has recommended a brand or product to them.

69% said they use social networks to connect with existing friends and 41% said they use the sites to connect with family members.

Brands need to understand the needs of users visiting a social networking website. Though the report brings a little clarity, I would love to see some research on gender ratios, behaviour of opposite sexes on a social networking website, how many people created valuable info on brands etc.

Popularity: 1% [?]