Welcome!

Web 2.0 Authors: Trevor Parsons, Esmeralda Swartz, Carmen Gonzalez, Ivan Antsipau, Paul Speciale

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
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at Internet of @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, will discuss how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money! Speaker Bio: Esmeralda Swartz, CMO of MetraTech, has spent 16 years as a marketing, product management, and busin...
Samsung VP Jacopo Lenzi, who headed the company's recent SmartThings acquisition under the auspices of Samsung's Open Innovaction Center (OIC), answered a few questions we had about the deal. This interview was in conjunction with our interview with SmartThings CEO Alex Hawkinson. IoT Journal: SmartThings was developed in an open, standards-agnostic platform, and will now be part of Samsung's Open Innovation Center. Can you elaborate on your commitment to keep the platform open? Jacopo Lenzi: Samsung recognizes that true, accelerated innovation cannot be driven from one source, but requires a...
SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Red Hat is the world's leading provider of open source software solutions, using a community-powered approach to reliable and high-performing cloud, Linux, middleware, storage and virtualization technologies. Red Hat also offers award-winning support, training, and consulting services. As the connective hub in a global network of enterprises, partners, a...
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at Internet of @ThingsExpo, Robin Raymond, Chief Architect at Hookflash Inc., will walk through the shifting landscape of traditional telephone a...
SYS-CON Events announced today that Matrix.org has been named “Silver Sponsor” of Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Matrix is an ambitious new open standard for open, distributed, real-time communication over IP. It defines a new approach for interoperable Instant Messaging and VoIP based on pragmatic HTTP APIs and WebRTC, and provides open source reference implementations to showcase and bootstrap the new standard. Our focus is on simplicity, security, and supporting the fullest feature set.
BSQUARE is a global leader of embedded software solutions. We enable smart connected systems at the device level and beyond that millions use every day and provide actionable data solutions for the growing Internet of Things (IoT) market. We empower our world-class customers with our products, services and solutions to achieve innovation and success. For more information, visit www.bsquare.com.
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic • Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it’s a mix of architectural style...
SYS-CON Events announced today that SOA Software, an API management leader, will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. SOA Software is a leading provider of API Management and SOA Governance products that equip business to deliver APIs and SOA together to drive their company to meet its business strategy quickly and effectively. SOA Software’s technology helps businesses to accelerate their digital channels with APIs, drive partner adoption, monetize their assets, and achieve a...
From a software development perspective IoT is about programming "things," about connecting them with each other or integrating them with existing applications. In his session at @ThingsExpo, Yakov Fain, co-founder of Farata Systems and SuranceBay, will show you how small IoT-enabled devices from multiple manufacturers can be integrated into the workflow of an enterprise application. This is a practical demo of building a framework and components in HTML/Java/Mobile technologies to serve as a platform that can integrate new devices as they become available on the market.
SYS-CON Events announced today that Utimaco will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Utimaco is a leading manufacturer of hardware based security solutions that provide the root of trust to keep cryptographic keys safe, secure critical digital infrastructures and protect high value data assets. Only Utimaco delivers a general-purpose hardware security module (HSM) as a customizable platform to easily integrate into existing software solutions, embed business logic and build s...
Connected devices are changing the way we go about our everyday life, from wearables to driverless cars, to smart grids and entire industries revolutionizing business opportunities through smart objects, capable of two-way communication. But what happens when objects are given an IP-address, and we rely on that connection, sometimes with our lives? How do we secure those vast data infrastructures and safe-keep the privacy of sensitive information? This session will outline how each and every connected device can uphold a core root of trust via a unique cryptographic signature – a “bir...
Internet of @ThingsExpo Silicon Valley announced on Thursday its first 12 all-star speakers and sessions for its upcoming event, which will take place November 4-6, 2014, at the Santa Clara Convention Center in California. @ThingsExpo, the first and largest IoT event in the world, debuted at the Javits Center in New York City in June 10-12, 2014 with over 6,000 delegates attending the conference. Among the first 12 announced world class speakers, IBM will present two highly popular IoT sessions, which will take place November 4-6, 2014 at the Santa Clara Convention Center in Santa Clara, Calif...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at Internet of @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, will discuss how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.

SUNNYVALE, Calif., Oct. 20, 2014 /PRNewswire/ -- Spansion Inc. (NYSE: CODE), a global leader in embedded systems, today added 96 new products to the Spansion® FM4 Family of flexible microcontrollers (MCUs). Based on the ARM® Cortex®-M4F core, the new MCUs boast a 200 MHz operating frequency and support a diverse set of on-chip peripherals for enhanced human machine interfaces (HMIs) and machine-to-machine (M2M) communications. The rich set of periphera...

SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue business and deliver exceptional experiences to their customers.
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce the value of the network in helping organizations to maximize their company’s cloud experience.
The Internet of Things (IoT) is making everything it touches smarter – smart devices, smart cars and smart cities. And lucky us, we’re just beginning to reap the benefits as we work toward a networked society. However, this technology-driven innovation is impacting more than just individuals. The IoT has an environmental impact as well, which brings us to the theme of this month’s #IoTuesday Twitter chat. The ability to remove inefficiencies through connected objects is driving change throughout every sector, including waste management. BigBelly Solar, located just outside of Boston, is trans...
SYS-CON Events announced today that Matrix.org has been named “Silver Sponsor” of Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Matrix is an ambitious new open standard for open, distributed, real-time communication over IP. It defines a new approach for interoperable Instant Messaging and VoIP based on pragmatic HTTP APIs and WebRTC, and provides open source reference implementations to showcase and bootstrap the new standard. Our focus is on simplicity, security, and supporting the fullest feature set.
Predicted by Gartner to add $1.9 trillion to the global economy by 2020, the Internet of Everything (IoE) is based on the idea that devices, systems and services will connect in simple, transparent ways, enabling seamless interactions among devices across brands and sectors. As this vision unfolds, it is clear that no single company can accomplish the level of interoperability required to support the horizontal aspects of the IoE. The AllSeen Alliance, announced in December 2013, was formed with the goal to advance IoE adoption and innovation in the connected home, healthcare, education, aut...