3.1.6.2 Hedonists

The attitude type known as Hedonists are very rarely found among decision-makers. Only four per cent can be classified in this milieu.

The Hedonists among the decision-makers simply want to try out many different things before they form an opinion. The Internet offers to them the opportunity to strike out on a journey of discovery without being too concerned about what might happen. They have virtually no interest in the subjects of data security and data protection. They are more likely to take the fatalistic attitude that data misuse cannot be prevented anyway.

These decision-makers appreciate the convenience the Net offers them. They do not want to waste time and effort taking care of unnecessary problems. In their online behaviour, the Hedonists among the decision-makers combine a low level of Internet expertise with an even lower level of concern about security.