Researchers have identified five personality types which they say reflect the modern lifestyles of consumers in the UK and the technology they use.
Age and traditional demographics are no longer necessarily the best method of distinguishing one social group from another, according to the research.
The study involved a survey of 24,000 consumers to gauge their attitudes to technology, the devices that they purchase, and their media consumption.
The researchers have created the Great British Geek Calculator, based on the study, so individuals can discover which group they fit into.
The five categories comprise the “tech rich”, “social addicts”, “price pragmatists”, “quality seekers”, “TV worshippers”.
“Tech Rich” consumers, which the study found made up 19 per cent of adults, are described as wealthy individuals who spent large amounts of money and own more technological devices than any other group.
“Social addicts” from 18 per cent of those surveyed and believe a mobile telephone is “essential”. The vast majority also own MP3 music players, laptops and games consoles.
By contrast, “price pragmatists” are not very interested in technology and do not own many devices.
“Quality seekers” do not buy technological devices very often but are prepared to pay for quality items. This group tends to be older and affluent and will seek guidance and demonstrations before they buy electronics, according to the research.
The largest group, at 23 per cent, is made up of “TV worshippers” whose purchases are driven by a desire for entertainment.
