The Eager and Willing – 22% of U.S. adults
At one end of the information-engagement spectrum is a group we call the Eager and Willing. Compared with all the other groups on this spectrum, they exhibit the highest levels of interest in news and trust in key information sources, as well as strong interest in learning when it comes to their own digital skills and literacy. They are not necessarily confident of their digital abilities, but they are anxious to learn. One striking thing about this group is its demographic profile: More than half the members of this group are minorities: 31% are Hispanic; 21% are black and 38% are white, while the remainder are in other racial and ethnic groups.
The Confident – 16% of adults
Alongside the Eager and Willing are the Confident, who are made up of the one-in-six Americans and combine a strong interest in information, high levels of trust in information sources, and self-assurance that they can navigate the information landscape on their own. Few feel they need to update their digital skills and they are very self-reliant as they handle information flows. This group is disproportionately white, quite well educated and fairly comfortable economically. And one-third of the Confident (31%) are between the ages of 18 and 29, the highest share in this age range of any group.
The Cautious and Curious – 13% of adults