互联网用户分群特征研究.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * June 10, 2009 * Stationary media majority – Group 1Desktop veterans (13% of population) Tech lifestyle attributes This group of older, veteran online users is content to use a high-speed connection and a desktop computer to explore the internet and stay in touch with friends. They are happy to be connected with they are stationary and sitting. So, they place their cell phone and mobile applications in the background. For them, online life hit its zenith about 3-5 years ago when they first got broadband connections. And their 2004 cell phone still serves its primary purpose for them – making phone calls. June 10, 2009 * Stationary media majority – Group 1Desktop veterans (13% of population) Demographics Male: 55% Median age: 46 Race: Skews white Education: 41% college+ (3rd highest) Household income: 32% make $75K Employment status: 56% employed FT Community type: 52% sub.; 30% urb. Funky facts: just 77% have cells int. user 10.5 years heavy int. users at home and work average content creators June 10, 2009 * Stationary media majority – Group 1Desktop veterans (13% of population) How to be a node in their network Offer them access to good computers with good connections They are self sufficient and don’t need a lot of hand holding on search and browsing – the kind of people who will use self-serve transactions May want help/tutorials with content creation (social media) and new applications June 10, 2009 * Stationary media majority – Group 2Drifting surfers (14% of population) Tech lifestyle attributes Many have the requisite tech assets, such as broadband or a cell phone, but Drifting Surfers are infrequent online users. They also are not big fans of mobile connectivity. When they use technology, it is for basic information gathering. It wouldn’t bother the typical Drifting Surfer to give up the internet or cell phone. Likely to be secondary user of technology in household. June 10,