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| Author: | Assael, H. |
| Title: | A demographic and psychographic profile of heavy Internet users and users by type of Internet usage |
| Journal: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 93-123 |
| Index terms: | Internet marketing demography surveys life style |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | This article develops a demographic and lifestyle profile of heavy web users, that is those using the web for 20 hours a week or more, based on a survey of over 5.000 respondents. In addition, six key web usage categories (here as: w-u-catg/s.) are also identified: Web generalists, Downloaders, Self-improvers, Entertainment seekers, Stock traders, and Socializers. A profile of each w-u-catg. is developed. The profiles may be useful to web marketers for selecting media etc. in targeting the user groups. |
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