Users can be divided into three distinct groups with specific patterns of online behavior, according to Erik Kruse of Ericsson ConsumerLab.

"Digital natives," born in the 1990s, generally take the internet and mobile phones for granted, Kruse points out. "Digital immigrants," still the largest consumer group, are slowly incorporating internet and mobility-centric behavior into their lives. Finally, there are the "analog exiles," who are not connected to the digital world - but most will join up once they have the means to do so.

"It's essential for all players in the industry to grasp the difference between these different kinds of users in order to drive new and innovative solutions that will pave the way towards an exciting future for broadband," Lena Beming, strategic marketing director for broadband at Ericsson, says. Capacity and quality must be kept in balance as demand increases. But this is complicated by the push to keep services affordable and relevant for all types of end users.

This individualization of communication and media consumption is what Ericsson and the rest of the industry must respond to. "So we are there for all these groups," Beming says. "We want to be able to provide a combination of services because we see that lives have become more complex, and so has usage. We want to be able to provide these quality services for HDTV, for mobile broadband - for fun and for work."

The concept of individualized and mobile access to internet and media everywhere is confirmed by additional studies by ConsumerLab. In a 2007 survey of 5000 respondents, more than 50 percent agreed to the statement "Having high-speed internet everywhere is important to me." And more than 40 percent of current broadband users reported they watch less traditional TV now than before they had broadband.

Beming says everyone can expect to become a digital native in the not-too-distant future, having individualized information, media and communication at their fingertips - everywhere.