A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage

Henry Assael

97 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Media and Digital Communication Technology Adoption and User Behaviour

Abstract

ABSTRACT With the penetration rate of the web approaching 70 percent, profiles of general web usage are less important. Web marketers must begin to focus on the profile of heavy web users and users by type of web usage. This article develops a demographic and lifestyle profile of heavy web users (those using the web for 20 hours a week or more) based on a survey of over 5,000 respondents. It also identifies six key web usage categories—Web Generalists, Downloaders, Self-Improvers, Entertainment Seekers, Stock Traders, and Socializers—and develops a profile of each. This may be the first study providing a detailed demographic and lifestyle description of both heavy users and web usage types. The profiles should be useful to web marketers for selecting media and setting the tone of their marketing effort in targeting these groups.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 97 citations exist upstream.

References

1997A New Marketing Paradigm for Electronic Commerce 2001The Internet, 1995-2000 2002A latent class segmentation analysis of e-shoppers 2003Typology of online shoppers 2001The Internet, 1995-2000: Access, Civic Involvement, and Social Interaction 2002Segmenting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation 2003Toward a better understanding of the interplay of personal values and the internet 2002Cross-national Consumer Segmentation of Internet Shopping for Britain and Taiwan

Cited by

2014Music listening in everyday life: Devices, selection methods, and digital technology 2023The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.