Levels Of User Sophistication

The N00b or Late Adopter
Being internet savvy requires several skill sets, any of which could become a barrier if it is not mastered. At the most basic level, a person needs at least a passing familiarity with the basics such as file saving, text entry, email and web browsing. For some, this is all they care to learn, since they can keep in touch and look things up. Odds are that they are unprotected from viruses and spyware, are a little bit scared of their computer and are either borrowing someone else’s or relying on a friend or relative for support. In the automotive world, they would be the equivalent of a teenage driver.

The Knowledgeable Content Consumer
The next level of sophistication is one of more than casual interest. The user gets serious about how well they use search engines, virus protection, and file and folder organization (so they can avoid losing important documents in their ever-expanding personal electronic library). This level is more fun since the discipline of learning each new set of methods opens up more possibilities. Podcasts, videos and informative sites and blogs make the user experience richer. They are serious about updating and maintenance and have probably taken the trouble to locate and consult regularly with a computer expert in much the same way an automobile owner checks in with their favorite mechanic about tune-ups, oil changes and odd engine noises.

The Content Contributor
At some point users achieve enough sophistication to actually start contributing content. This may start as passing along a funny joke or news story but eventually branches into content creation such as blogging or uploading pictures, videos or audio files to sites where they may be shared. They may even put up a rudimentary web page as a sort of online resume or self-expression. In the automotive world this would be the sort of car owner that takes pride in their car, cleans and waxes it car regularly and may customize or enhance their vehicle with rims, upholstery, a new sound system or the like.

The Site Owner
Eventually users may start to entertain the notion of having a “real” website, but the choices can be daunting. Quite often people have general ideas about the look and purpose of their potential site, but have no idea of the possibilities, nor a realistic set of expectations about what their site can deliver. They may have some vague notion of “web presence” as being necessary to portray themselves as a true professional, they might have a product or service they wish to sell or they may be passionate about “getting the word out” regarding a certain body of knowledge, set of beliefs or even their friends, family or fellow club members. They are in the position of an expert driver who wants to know how to use their car to make money but is unsure about the risks and rewards of taxi driving, running a courier service or running tours. Some may already have a personal subdomain on their favorite multilevel marketing site.