Nearly Half of Americans Have 'No Use' for Technology, says Pew Study

DDI: 109

Pew's stellar reputation for conducting insightful research about the online attitudes and behaviors of Americans is slightly compromised by its latest study on how we use technology. More than half of the respondents were surveyed online, which undoubtedly leads to sample bias and an uncharacteristic representative sample of the population. Pew further attempts to segment respondents into Claritas-like clusters, labeling them based on their affinity or aversion to various types of technology. Digital marketers considering targeting these new segments for their next online or mobile campaign should supplement this research with more reliable market segmentation studies (i.e, Forrester or Gartner) before investing their resources in campaigns involving online search optimization or pay-per-click customer acquisition tools.