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Netpop | Snapshot: US 2009

Date post: 01-Nov-2014
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This report offers a high-level overview of the five attitudinal segments that make-up the broadband population in the United States. It is designed to introduce the segments and set them in the context of the broadband population as a whole. The Netpop segmentation model was developed on the basic premise that it was time to paint a more holistic picture of the influential consumers that make up the broadband user population. By uncovering distinct, identifiable segments of the broadband population – segments that are homogeneous within their group yet differ from other groups – we provide a new framework for understanding shifts in online usage. For more information, go to www.netpopresearch.com.
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Netpop ® |Snapshot: U.S. 2009 Presented by Netpop Research, LLC www.netpopresearch.com Flickr Photo by: Shashwat_Nagpal
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Page 1: Netpop | Snapshot: US 2009

Netpop®|Snapshot: U.S. 2009

Presented by Netpop Research, LLCwww.netpopresearch.com

Flickr Photo by: Shashwat_Nagpal

Page 2: Netpop | Snapshot: US 2009

2

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

Page 3: Netpop | Snapshot: US 2009

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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

Page 4: Netpop | Snapshot: US 2009

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Online Insiders

Flickr Photo by: LuChOeDu

“I Practically Live Online!”

Page 5: Netpop | Snapshot: US 2009

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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.”

Page 6: Netpop | Snapshot: US 2009

Netpop Research LLC6

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

Page 7: Netpop | Snapshot: US 2009

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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.

Page 9: Netpop | Snapshot: US 2009

Netpop Research LLC9

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

Page 10: Netpop | Snapshot: US 2009

Netpop Research LLC10

Fast Trackers

Flickr Photo by: Pixel Addict

“I like to get what I need, and leave quickly”

Page 11: Netpop | Snapshot: US 2009

Netpop Research LLC11

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.

Page 12: Netpop | Snapshot: US 2009

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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

Page 13: Netpop | Snapshot: US 2009

Netpop Research LLC13

Everyday Pros

Flickr Photo by: Qole Pejorian

“I try to manage everything that I can online.”

Page 14: Netpop | Snapshot: US 2009

Netpop Research LLC14

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.

Page 15: Netpop | Snapshot: US 2009

Netpop Research LLC15

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

Page 16: Netpop | Snapshot: US 2009

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Content Kings

Flickr Photo by: JohnSeb

“The web is a place to escape when I want to take a break”

Page 17: Netpop | Snapshot: US 2009

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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.

Page 18: Netpop | Snapshot: US 2009

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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

Page 19: Netpop | Snapshot: US 2009

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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

Page 20: Netpop | Snapshot: US 2009

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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.


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