TrueTouch classification

TrueTouch classifies every individual in the UK into one of the 22 detailed types aggregated in to six behavioural groups.

The six behavioural groups are:

Group A: Experienced Netizens
18.99% UK Adults
(Types 1 - 4)
Experienced Netizens are established citizens of the internet and love the functionality of new technologies. They have embraced new communications tools in every area of their lives, from work to leisure and personal lives.

Group B: Cyber Tourists
22.59% UK Adults
(Types 5 - 8)
Cyber Tourists are part-time internet users. They have found that the internet can help them with certain key areas of their lives such as access to shops or a social community, but have not yet made the internet their central information source.

Group C: Digital Culture
14.88% UK Adults
(Types 9 - 11)
Digital Culture have made modern communication channels an intrinsic part of their social world. The fast pace of their lives and demand for immediacy of information makes the mobile phone the preferred method of communication with their network of family and friends.

Group D: Modern Media Margins
14.98% UK Adults
(Types 12 - 15)
Modern Media Margins are not up to date with all the latest technological advances and tend to have older, lower specification equipment. Those that have computers and access to the internet use it for peripheral entertainment and social purposes, such as making an online bet or downloading ring tones.

Group E: Traditional Approach
19.62% UK Adults
(Types 16 - 20)
Traditional Approach are predominantly offline. They use traditional methods of purchasing such as post, visiting shops or using catalogues. They source their information from newspapers, TV or radio and will be most responsive to communications through the post.

Group F: New Tech Novices
8.94% UK Adults
(Types 21 - 22)
New Tech Novices are an ageing but progressive group. Whilst they are late adopters, they see the benefits of new technologies and are committed to learning and getting online, either through work or in their own leisure time. They are still influenced by traditional media channels and will happily use post or telephone for communicating.