Segmenting Audiences by Digital Proficiency

Executive Summary

Using Knowledge and Comfort with Technology as a Framework for Digital Transformation 

The proliferation of digital technology is causing businesses to go through one of the largest shifts since the Industrial Revolution. This digital transformation forces organizations to rethink everything about the way they do business - from the way they manufacture products to their sales and marketing strategies, even the way they communicate with employees and customers. Unfortunately, many companies start planning their digital transformation by discussing the needs of the various generations of people that will be affected by this change. While people of different generations may indeed have different wants and needs, age alone should not be the determining factor used in planning these transformation projects. Instead, Constellation recommends using a combination of a person’s knowledge and comfort level with technology, a characteristic referred to as Digital Proficiency. This report looks at five types of digital proficiency and helps guide organizations on how to tailor their digital transformation to each category. 


Purpose and Intent

This research introduces a new framework to segment workers, customers and other groups of individuals by levels of digital proficiency rather than age. 



digital proficiency, 5 generations, digital

This research provides insight

Business Themes Roles

Report Information

Research Type: Premium Research