| The first study of actual online behavior released | | | | However, they hold great potential to expand their |
| earlierthis week by McKinsey and Media Metrix shows | | | | use andbecome members of a different segment. |
| that only halfof online consumers are active users, | | | | Bargainers are fiercely devoted to one aspect of the |
| logging on at leastonce a month. Furthermore, among | | | | Internet: the quest for deals. Though they represent |
| those active users, sixdistinct segments have | | | | only 8%of active online users and spend less time |
| emerged: Simplifiers, Surfers, | | | | online than theaverage user, they represent 52% of |
| Connectors, Bargainers, Routiners and Sportsters. | | | | eBay visitors. |
| McKinsey's John Forsyth said that marketers who try | | | | Routiners and Sportsters go online primarily for |
| to reachall six at once, or approach them as if they | | | | content. |
| were all alike, | | | | Only half of Routiners have made purchases online, |
| "do so at their peril," hence the title of the report - | | | | and just |
| "All | | | | 6% have made five or more online purchases. They |
| Website Visitors Are Not Created Equal." | | | | visit fewerdomains (typically news and financial sites), |
| ************* | | | | but spendalmost twice as much time per page as |
| Here are some details the report provides -- | | | | average users. |
| Simplifiers use the Internet to make their lives easier, | | | | Routiners want superior content and the sense they |
| andtend to log on with a specific purpose in mind and | | | | aregetting "something special." Sportsters (just 4% |
| they wantto do it quickly and easily. Although | | | | of activeonline users) act much like Routiners, but |
| Simplifiers spend just | | | | focus on sportsand entertainment sites. They spend |
| 7 hours per month on the Web, they have the | | | | just 7.1 hours onlineeach month (versus a 9.8 |
| longest tenureonline (49% have been online for over | | | | average), and are drawn to fresh,colorful and |
| 5 years) and accountfor half of the total online | | | | interactive sites. End of report. |
| transactions. | | | | Thank you jayde. I think your readers who are |
| Surfers constitute just 8% of the active user | | | | marketers, will gain someaddedknowledge of who is |
| population,but they account for 32% of online time -- | | | | visiting their websites. |
| far more than anyother segment in the study. They | | | | Personally, I quit the website selling game some time |
| access over four times asmany pages as the | | | | ago. To much of agood thing gonesour. I realized that |
| average user, and move quickly among thedomains, | | | | the giant of all giants of internet business isemail. The |
| continually seeking new experiences. | | | | newest emailservices now pay their clients to send |
| Connectors are relative novices, seeking reasons to | | | | and receive regular daily email. |
| use the | | | | Makes for a very |
| Internet. Although Connectors account for 36% of | | | | "sticky" site. Anyone interested in a web-based free |
| the activeuser population, 40% of them have been | | | | email service thatpays you cashjust for doing your |
| online less than twoyears, and just 42% have made | | | | email thing? See for yourself how much money you |
| purchases online (versus anaverage of 61%). | | | | "lose" everydayby using someone else's free service. |
| Connectors often use the Internet to | | | | Use our income calculator at: |
| "connect" with people through e-mail and chat rooms. | | | | Then decide for yourself. |