Click here to close now.

Welcome!

Agile Computing Authors: Michael Kanasoot, Lori MacVittie, Kevin Benedict, SmartBear Blog, Kevin Jackson

News Feed Item

Broadcom Study Outlines Connectivity Personality Types and Top Habits of Highly Connected People

High Connectivity "Always On" Personality More Likely to be Female, Millennial and Have a Strong Preference for Screen Time over Face Time

IRVINE, Calif., Dec. 10, 2012 /PRNewswire/ --

News Highlights:

  • Survey outlines seven distinct personality types among American adults' connectivity habits
  • Most Americans prefer screen time over face time when communicating with family and friends
  • Highly connected personalities exhibit behavior patterns of extreme device and technology dependence and are more concerned about losing their mobile phones than luggage or car keys

Broadcom Corporation (NASDAQ: BRCM), a global innovation leader in semiconductor solutions for wired and wireless communications, today announced the results of the Broadcom Connectivity Study, a survey of 2,500 U.S. adults measuring connectivity trends across behavioral and demographic lines in today's digital life. The survey revealed seven distinct connectivity personality types among American adults, defined by two key dimensions: Connectivity, or the level of device and social media use, and Behavior, or how web-enabled devices and online platforms are used to connect to others. It also identified a range of characteristics of those with the greatest connectivity quotient. A full report on the survey findings can also be accessed here: http://blog.broadcom.com/connecting-everything/whats-your-connectivity-style-take-the-survey-to-find-out.

Connectivity Personality Segments

The Broadcom Study explored a wide range of behaviors and attitudes around how people use technology to connect. The survey uncovered that gender and age are the main drivers of connectivity – the highly connected are more likely to be female or a Millennial (ages 18-31), while the less connected tend to be male or a member of the Baby Boomers (ages 45-64) or Greatest Generation (65 and above). From sharing apps and content, to comparison shopping on a mobile phone, to purchasing a connected car, the survey revealed seven categories and preferences of American's connectivity personalities and behavior styles:

Always On: 8 percent of the U.S. adult population

This group uses technology mainly to create new content and proactively engage others. They are the most connected of all segments.  This segment sees technology as a critical enabler of their relationships with others. This group is more likely to be early adopters of new technology, opinion elites (top 10 percent of the population engaged in civic and political activity), and are more likely than other segments to use technology to connect with people they want to know (19 percent) versus people they already know.

Live Wires: 35 percent of the U.S. adult population

This group is highly connected and tends to use technology to converse with others. They are the most likely group to say they use technology mainly to stay current with family and friends (69 percent). This group and Social Skimmers are most similar in device ownership – most own smartphones (68 percent) and many own tablets (38 percent) and web-enabled TVs (24 percent). This group is more likely to be employed full-time and in the Millennial age group.

Social Skimmers: 6 percent of the U.S. adult population

This high connectivity group is marked by ownership of many devices, use of many social networking sites, large online social networks, and the frequent use of technology to connect with friends and family. Although highly connected, this group primarily uses new technology to receive information, rather than proactively engage with others. As such, two-thirds (66 percent) say they have first found out about a breaking news story on social media.

Broadcasters: 8 percent of the U.S. adult population

Lower in connectivity than the highly connected, this group uses technology selectively to create new content and tell others what they are doing, as opposed to commenting in a more conversational fashion or initiating new engagement. This group is the least likely to be on social media -- three in five (60 percent) say they do not use it. Instead, this group prefers to connect using their mobile phones and three in four (76 percent) say they primarily make and receive calls on their cell phone.

Toe-Dippers: 27 percent of the U.S. adult population

This group is the largest of the three low connectivity groups and its members primarily use technology to converse with others. This group chiefly owns desktop (64 percent) and laptop (54 percent) computers, and nearly a quarter (23 percent) use a smartphone. They are the most likely segment to say that they prefer in-person contact when communicating with friends (43 percent), but even for this less connected group, a majority prefers to connect with friends using technology (57 percent).

Bystanders: 15 percent of the U.S. adult population

Bystanders are the least connected. Two in three (67 percent) own desktop computers but they have the lowest ownership of laptops (48 percent) and only about one in ten (12 percent) owns a smartphone. They use technology to connect with family and friends less than three (2.8) times each day, which is five times less than the national average (15.7). When they do use technology, they use it to receive information and are the most likely group to say they use technology primarily to keep up with news and current events (31 percent).

Never Minders: 2 percent of the U.S. adult population

This group represents a small segment of the U.S. population who are outliers; they do not use phone, text, or social media to connect to others. This group is apprehensive about using technology and is more likely than the other groups to say that technology makes them feel more isolated (47 percent). When they do connect, they are more likely to do so out of necessity. They are more likely to say they connect to tell friends and family what they are doing (22 percent), to get ahead at work (13 percent) and to not miss out on fun activities (13 percent).

Top Habits of Highly Connected People

The study's findings reveal the connectivity habits of the approximately one in ten (8 percent) who are the most connected – the "Always On" Americans. The Always On not only own more devices and are more active on social media than the average American, but also use technology to actively initiate conversation, whether by posting original commentary to the web, making many phone calls throughout the day, or sending picture messages to their friends. Demographically, the Always On are more likely to be female or Millennial, and are more likely to have children than other Connectivity segments. The most common connectivity habits of Always On are:

  • Gear up for being on the go. Mobile devices are an integral part of the Always On lifestyle.
    • The typical member of this group does not own just one device, but rather owns more than four different devices (4.1), which is more than one device greater than the national average (2.8).
    • They lead the pack in virtually all types of device ownership, especially laptops (81 percent own them), smartphones (72 percent), DVRs (64 percent) and tablets (46 percent).
    • But don't assume they own a desktop – only 62 percent do, the lowest level of ownership across the seven personality types.
  • Keep your friends close and your devices closer.  The Always On put a premium on technology that keeps them connected when on the go. 
    • Most Americans say that they are most concerned about losing their purse or wallet when traveling (52 percent), but the Always On are most concerned about losing their mobile phone (36 percent). The Always On would also rather lose their luggage, car keys or house keys than a cell phone or laptop. 
    • Half (51 percent) say they have lost their phone or Internet connection and have experienced "withdrawal symptoms," which is twice the national average (26 percent).
    • Compared to the national average, more than twice as many Always On have been asked to put down their phone when eating with friends or family (37 percent).
  • Stay in touch, from a distance.  For most Americans, screen time is preferred to face time when interacting with others, but the Always On exhibit this behavior in the extreme. 
    • Three out of four Always On (76 percent) prefer to use technology, such as email, phone or text messaging, to connect to their friends rather than in-person communication; and two-thirds prefer to use technology to communicate with their co-workers (66 percent) and family (62 percent).
    • By comparison, two-thirds of American adults favor remote technology over in-person contact when communicating with friends (65 percent), three in five favor it when talking with co-workers (60 percent) and half prefer technology when communicating with family (54 percent).
  • Acquire affection from afar.  The Always On prefer to connect to those they care about from a distance, and feel closer doing so.
    • Nine out of ten (88 percent) Always On say that new technology makes them feel closer to family and friends, as opposed to feeling more isolated (12 percent).
    • This is higher than any of the other segments, as well as 12 points higher than the national average (76 percent).
    • 47 percent of the least connected among us – the 2 percent of Americans who do not use phone, text, or email to communicate – report that new technology makes them feel more isolated.
  • Keep them posted.  Always On have a behavioral preference for self-expression.
    • While most Always On use technology to receive updates from family and friends, they are also more likely than any other group to primarily use technology to broadcast what they are doing (22 percent).
  • Reach out.  Always On use technology to make new connections.
    • Most people use technology to stay in touch with people they know (91 percent).  However, twice as many Always On are using new technology to connect to people that they want to know (19 percent), compared to the average.
  • Plug in for a power lunch. 
    • The Always On are most connected at noon, when more than nine in ten (93 percent) are using a digital device.
    • During the lunch hour, Always On are more likely than the other segments to be using their mobile phones (36 percent).

Take the Survey, Review the Findings

To determine your Connectivity Personality, a condensed version of the survey can be taken at http://blog.broadcom.com/connecting-everything/whats-your-connectivity-style-take-the-survey-to-find-out, where you can also access a full report on the survey findings and accompanying infographic. 

For ongoing news, visit Broadcom's Newsroom, read the B-Connected Blog, or visit Facebook or Twitter. And to stay connected, subscribe to Broadcom's RSS Feed.

About Broadcom

Broadcom Corporation (NASDAQ: BRCM), a FORTUNE 500® company, is a global leader and innovator in semiconductor solutions for wired and wireless communications. Broadcom® products seamlessly deliver voice, video, data and multimedia connectivity in the home, office and mobile environments.  With the industry's broadest portfolio of state-of-the-art system-on-a-chip and embedded software solutions, Broadcom is changing the world by Connecting everything®.  For more information, go to www.broadcom.com.

Broadcom®, the pulse logo, Connecting everything®, and the Connecting everything logo are among the trademarks of Broadcom Corporation and/or its affiliates in the United States, certain other countries and/or the EU.  Any other trademarks or trade names mentioned are the property of their respective owners.

Contact
Susan Vander May
Sr. Manager, Public Relations
408-922-6161
[email protected]

SOURCE Broadcom Corporation; BRCM Corporate

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue of profound change in the industry.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fillin...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
SYS-CON Events announced today that the "Second Containers & Microservices Conference" will take place November 3-5, 2015, at the Santa Clara Convention Center, Santa Clara, CA, and the “Third Containers & Microservices Conference” will take place June 7-9, 2016, at Javits Center in New York City. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discusses the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.