This bespoke geodemographic classifi cation maps the geography of digital consumers within England by combining over seventy measures selected from survey and lifestyle data, alongside census and infrastructure performance statistics. This project forms an output of an ESRC funded PhD and research project, both undertaken at the University of Liverpool. This project aims to assist the pro ling of customer databases, targeted marketing applications, policy delivery and strategic planning, where Internet use and engagement characteristics of a target population are of high importance. The Internet User Classi cation (IUC) has a two-tier structure comprising four Super-groups and eleven Groups that are used to classify all Lower Layer Super Output areas in England.
Classication groups:
Supergroup 1: E-unengaged
Groups
1a: Too Old to Engage
1b: E-marginals: Not a Necessity
1c: E-marginals: Opt Out
2: E-professionals and Students
Supergroup 2a: Next Generation Users
Groups
2b: Totally Connected
2c: Students Online
Supergroup 3: Typical Trends
Groups
3a: Uncommitted and Casual Users
3b: Young and Mobile
Supergroup 4: E-rural and Fringe
Groups
4a: E-fringe
4b: Constrained by Infrastructure
4c: Low Density but High Connectivity
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Data published by Consumer Data Research Centre (CDRC)
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