Lots of posts good and bad about the Pew Internet & American Life Project survey – A Typology of Information and Communication Technology Users here, here, here, here, and here.

As with all market research, the results must be viewed critically and extrapolations based on some 4,000 people can be perilous. 

That said, download it and read it. 

I look at this as a freebie market study that sheds some light into behaviors and segments of our on-line society.  I spend lots of cycles on market segmentation and believe behavioral attributes are extremely important – more than industry, geography, SIC code, etc. in many cases.

Find out which group you fit into by taking their survey.  I took it twice and had two results:  Lackluster Veteran and Connected But Hassled.  Maybe I need a few more cups of coffee to improve my mood.

I dug into the numbers a bit to try in attempt to size the segments further making a few assumptions along the way.  My data is from the US Census.

Total US Population (2005):   299,398,484

Under 18 years old (24.8%):  74,250,824

Over 65 years old (12.4%):    37,125,412

Market size (US pop – Under 18 – Over 65) = 188,022,248

So, let’s assume this is the number from which to size the segments.  Here’s a quick chart laying them out:

My takeaways:

We’re talking about a Web 2.0-centric segment size of about 15MM users – not a huge amount given the sheer numbers and variants of companies out there attacking the same people.  These folks are described as tire kickers (my description) and "likely to test drive" or even "invent" new things.  A tough crowd to lock-in as users unless you are constantly pushing out new features and gadgets.

There is a combined segment size of about 50MM folks (Lackluster Veterans, Productivity Enhancers, & Connected But Hassled) that use technology for productivity and exhibit tendencies to adopt new ones even if they are forced on them through the workplace – a more practical/pragmatic group.

There is a sizable segment that is more interested in mobile of about 32MM (Connectors & Mobile Centrics).  Most interesting there is the roughly 13MM "mostly female group of thirtysomethings…heavily reliant on the cell phone."  Be sure to factor that into your marketing plan.

The Inexperienced Experimenters, coming in around 15MM, have a willingness to try new things and could be converted with some marketing effort.

The remaining 77MM or 41% are either satisfied with what they have and not looking for anything new, indifferent to new things, or not connected at all.

Quick thoughts based on a cursory analysis…