3.1.4 Responsibility-Driven Individuals

Sixteen per cent of the decision-makers belong to the Internet milieu known as Responsibility- driven Individuals. Ten per cent of the general public as a whole belongs to this milieu.

Responsibility-Driven Individuals are the educated establishment with a grasp of leadership. They frequently hold management positions in larger companies or work successfully in freelance professions as doctors, lawyers etc. They can often look back over a longer career and feel at home in their own position, including their place in society.

Technology for them is a means to an end: they take care of things online when doing so offers concrete added value. While their fundamental attitude towards digital progress is open, it remains one of deliberation and awareness. In their view, digitalisation is not an end in itself; costs must be weighed against benefits according to the task at hand. They move selectively around the Internet, where they are guided by practicality and the calculation of benefits. When there are good arguments in favour of doing so, they are prepared to take certain actions online as well.