Date post: | 01-Nov-2014 |
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Technology |
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Netpop®|Snapshot: U.S. 2009
Presented by Netpop Research, LLCwww.netpopresearch.com
Flickr Photo by: Shashwat_Nagpal
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Netpop | Snapshot is a high-level overview of five attitudinal segments of the broadband population
By uncovering distinct, identifiable segments of broadband users, we provide a new framework for understanding this increasingly important and influential group of consumers
9.5Average Years
Online
5.2Average Hours
Spent Online per Weekday
2.1Average Number of Online Purchases in
a Typical Month
Total U.S. Broadband Average
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Size of U.S. Broadband Segments
11%
28%
24%
13%
23%
25%
25%26%
13%
11%Everyday Pros TM
Fast Trackers TM
Social Clickers TM
Online Insiders TM
Content Kings TM
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Online Insiders
Flickr Photo by: LuChOeDu
“I Practically Live Online!”
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10.0Average Years
Online
6.1Average Hours
Spent Online per Weekday
3.3Average Number of Online Purchases in a Typical Month
Online Insiders do more of everything there is to do online. They know about the Internet and see themselves essentially “living online.”
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Online Insiders divide their online time more evenly across major areas of online involvement.
21%
25%
22%
16%
16%
Entertainment
Communication
News/Information
Shopping
Personal Productivity
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Social Clickers“The Internet Helps me Stay in Touch With my Friends and Family”
Flickr Photo by: miss karen
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9.0Average Years
Online
4.7Average Hours
Spent Online per Weekday
1.4Average Number of Online Purchases in a Typical Month
Social Clickers rely on the Internet to maintain relationships with friends and family and to seek out new friends.
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A generational divide runs through this group, yet all Social Clickers share a desired to connect and communicate with others online.
11%
61%
13%
6%9%
Entertainment
Communication
News/Information
Shopping
Personal Productivity
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Fast Trackers
Flickr Photo by: Pixel Addict
“I like to get what I need, and leave quickly”
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9.7Average Years
Online
4.9Average Hours
Spent Online per Weekday
1.9Average Number of Online Purchases in a Typical Month
Fast Trackers flock to the web to get their daily dose of news, sports, and weather. With a constant need to stay up-to-date, this group use a mix of major and specialized sites to get what they need.
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Focused and efficient, Fast Trackers spend half of their time online pursuing the facts, news and information they crave.
12%
21%
49%
8%
10%
Entertainment
Communication
News/Information
Shopping
Personal Productivity
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Everyday Pros
Flickr Photo by: Qole Pejorian
“I try to manage everything that I can online.”
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9.6Average Years
Online
4.9Average Hours
Spent Online per Weekday
2.2Average Number of Online Purchases in a Typical Month
Short on time and disinclined to linger online, Everyday Pros use the web quickly and efficiently. They are less likely to express their ideas online, nor are they interested in engaging with others.
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Everyday Pros focus on accomplishing mundane activities online, like checking stocks and managing their bank accounts.
13%
24%
17%11%
35%
Entertainment
Communication
News/Information
Shopping
Personal Productivity
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Content Kings
Flickr Photo by: JohnSeb
“The web is a place to escape when I want to take a break”
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8.7Average Years
Online
5.5Average Hours
Spent Online per Weekday
1.4Average Number of Online Purchases in a Typical Month
Content Kings pursues a wide range of diversions available on the web. Deciding when, where and how to access entertainment, Content Kings create their own entertainment experiences.
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Content Kings see the Internet primarily as an entertainment source, and spend an overwhelming amount of their time online in the pursuit of fun
58%
17%
12%
7%7%
Entertainment
Communication
News/Information
Shopping
Personal Productivity
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Findings from Netpop | Snapshot are derived from an online survey of 4,384 broadband users in the United States conducted in October 2008. Respondents who started the survey were asked one question to identify those who access the Internet via a high-speed or broadband connection (any connection greater than 56 kilobytes per second). Respondents who indicated they “usually” use a high-speed or broadband connection completed the survey.
MarketMirrorTM sampling methodology was used to ensure sample is representative of the U.S. Internet population based on age and gender. Respondents were offered a cash incentive to complete the study. Based on randomly chosen samples of this size (n = 4,384), there is 95 percent confidence that the results are statistically accurate to within approximately 1.55 percent of the entire U.S. broadband population. The segmentation solution presented in Netpop | Snapshot was developed using factor analysis, latent class analysis and cluster analysis.
Methodology
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For more in depth analysis of these attitudinal segmentations and greater explanation of the total Broadbander population, please go to www.Netpopresearch.com and find our Netpop | Snapshot 2009 Report.