Unveiled - the 'real' web 2.0 generation

September 2009

UK research has revealed that the real 'Web 2.0 generation' includes the
least affluent UK consumers, while the most affluent web surfers are now the
biggest bargain hunters, according to a new marketing study.

The report, from Experian, also found that 30% of consumers have an
unfavourable view of advertising, but online brand loyalty is increasing.
Entitled 'HD:UK the emergence of the High Definition society' the report,
identifies the changing behaviours of UK customers and how they interact
with brands.

 The true 'Web 2.0 generation'?  

While younger, well-educated professionals were the early adopters of social
networking sites and forums, analysis from Experian Hitwise reveals that
people from disadvantaged groups in the UK who are now the most common
social network users.  

The Mosaic consumer group, Claimant Cultures, a group that includes the most
disadvantaged people in the UK, are some of the most frequent users of
social networking sites and forums.  

 Ex-Council Community and Upper Floor Living, people on limited incomes
living in small flats, are two further Mosaic groups that over index on
their use of social networking sites and forums.   

In contrast, the well-off professional and managerial class, Professional
Rewards, are a group that significantly under index on their use of such
sites.  

 Source: Digital Intelligence:  www.DigitalStrategyConsulting.com
<http://www.digitalstrategyconsulting.com/>