Segment: Digital Immigrants – Responsibility-driven Individuals

Internet milieu: Responsibility-driven Individuals (10%) – 7.3 million

Use of the Internet in this milieu is characterized by pragmatism and utilitarian thinking (convenience benefits). Technology does not exert a strong hold on this professionally and financially established group. Rather, members of this milieu view it simply as a means to an end. As long as doing things online provides a specific benefit, Responsibility-driven Individuals are open to change and are willing to integrate technological advances into their everyday lives. They reject technological “coercion,” refuse to use certain online options to simply go along with the crowd (the “me-too principle”) and, in general, oppose the trend toward superficiality and sensory overload.

Responsibility-driven Individuals are demanding, selective users who are interested in technical innovations and the opportunities they create for users. But they have only average Internet expertise (many Digital Immigrants). Members of this group primarily use the Internet as a work and communications medium – and not for entertainment purposes. They take a very systematic and responsible approach to their online activities.

A strong awareness of security and protective measures, including the installation of virus scanners, firewalls, etc., has a high priority – this has less to do with fear and more to do with common sense. Responsibility-driven Individuals take a very active, exploratory approach to information available online, but are very reluctant to reveal their personal information. Having been exposed to media reports and recommendations about security measures, they do not want to take any unnecessary risks. This Internet milieu strives to protect its private sphere by exercising restraint, control and avoidance. Most of its members think the Internet is highly complex and that the security software they use does not provide 100 percent protection from the misuse of data.

Responsibility-driven Individuals have little faith in their own ability to navigate their way through cyberspace, even though they yearn for it because it fits into their view of themselves. For this reason, they have a great need for information about self-protection and a corresponding demand for professional security products.

At the same time, they believe the entire society and government institutions in particular should take steps to ensure more online security on the one hand and a more responsible attitude about using the Internet – particularly in terms of less reflective users – on the other.

Responsibilty-driven Individuals (10%) – 7.3 million

Attitude profile

Communication requirements and needs for action

  • Need for more information on self-protection and for professional security products
  • Desire for an expansion of online competence and awareness within the public, particularly among inexperienced, careless users
  • Government action for more online security

                                        

* Self-evaluation on a scale of 1 = “beginner” to 6 = “expert”
** Agreement with the statement “personal data on the Internet is very secure/secure”