Despite popular perception that most Americans are avid users of technology, a new survey suggests otherwise.

For nearly half of adults, "modern gadgetry is at or near the periphery of their daily lives," according to the Pew Internet & American Life Project, which researches the effect of the Internet.

The nonprofit organization's latest survey, released today, categorized Americans based on technology ownership, use and attitudes.

There are a range of attitudes among the 49 percent of adults whom Pew says "have a more distant or non-existent relationship to modern information technology." For example, 8 percent of people occasionally take advantage of technology, but 11 percent "find connectivity annoying."

"I think there's a misperception about the size of the audience who's really using (technology) and loving it," said John Horrigan, the survey's primary researcher.

Businesses are adjusting their strategies accordingly, said Matt Grover, technology director for Resource Interactive, a Columbus online-marketing firm.

For the past few years, Resource Interactive has focused on how to market to people who are tech-averse, Grover said. One method commonly used is the creation of "microsites" -- simple Web sites with easy-to-remember addresses that deal with one product or one aspect of a product.

Microsites typically are promoted during TV commercials. One of Resource Interactive's campaigns was for a Procter & Gamble contest for "head-turning hair," with a Web site of the same name. That way, people who aren't tech-savvy don't have to search the much larger Procter & Gamble Web site.

That approach "lowers the barrier for someone to get off the couch and get involved," Grover said. It's an effort to "make that entry point into the brand easier."

The Pew survey cites several reasons people turn away from technology, including concerns about information overload; a sense that gadgets are hard to master; and affordability.

The survey showed that other groups of adults are more plugged in, though not all of them are all that happy about it.

More than a quarter of adults were classified as heavy and frequent technology users. Within that group, 8 percent are considered "lackluster veterans" who are frequent users of the Internet but aren't thrilled with connectivity.

Another 20 percent are considered "middle of the road" users, whose view of technology is task-oriented.

mcuret@dispatch.com

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