Netpop | Snapshot: US 2009

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Information about Netpop | Snapshot: US 2009

Published on January 30, 2009

Author: Netpop



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

Netpop ® |Snapshot: U.S. 2009 Presented by Netpop Research, LLC Flickr Photo by: Shashwat_Nagpal

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 9.5 Average Years Online 5.2 Average Hours Spent Online per Weekday 2.1 Average Number of Online Purchases in a Typical Month Total U.S. Broadband Average

Size of U.S. Broadband Segments 11% 28% 24% 13% 23% Everyday Pros TM Fast Trackers TM Social Clickers TM Online Insiders TM Content Kings TM

Online Insiders Flickr Photo by: LuChOeDu “ I Practically Live Online!”

10.0 Average Years Online 6.1 Average Hours Spent Online per Weekday 3.3 Average 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.”

Online Insiders divide their online time more evenly across major areas of online involvement.

Social Clickers “ The Internet Helps me Stay in Touch With my Friends and Family” Flickr Photo by: miss karen

9.0 Average Years Online 4.7 Average Hours Spent Online per Weekday 1.4 Average 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.

A generational divide runs through this group, yet all Social Clickers share a desired to connect and communicate with others online.

Fast Trackers Flickr Photo by: Pixel Addict “ I like to get what I need, and leave quickly”

9.7 Average Years Online 4.9 Average Hours Spent Online per Weekday 1.9 Average 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.

Focused and efficient, Fast Trackers spend half of their time online pursuing the facts, news and information they crave.

Everyday Pros Flickr Photo by: Qole Pejorian “ I try to manage everything that I can online.”

9.6 Average Years Online 4.9 Average Hours Spent Online per Weekday 2.2 Average 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.

Everyday Pros focus on accomplishing mundane activities online, like checking stocks and managing their bank accounts.

Content Kings Flickr Photo by: JohnSeb “ The web is a place to escape when I want to take a break”

8.7 Average Years Online 5.5 Average Hours Spent Online per Weekday 1.4 Average 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.

Content Kings see the Internet primarily as an entertainment source, and spend an overwhelming amount of their time online in the pursuit of fun

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. MarketMirror TM 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

For more in depth analysis of these attitudinal segmentations and greater explanation of the total Broadbander population, please go to and find our Netpop | Snapshot 2009 Report.

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