Segmenting the e-market
McKinsey and Media Metrix analyzed on-line behavior using a sample of the most active on-line consumers in the Media Metrix US panel of 50,000 users to categorize six segments: Simplifiers, Surfers, Bargainers, Connectors, Routiners, and Sportsters.
Editor’s Note: This research was done in 2000 so I wonder if it holds up today; nonetheless the categories are interesting and I think of some value.
Content: Article | Authors: Johanne Lavoie, John E. Forsyth, Tim McGuire | Source: McKinsey Quarterly | Subjects: IT / Technology / E-Business, Marketing / Sales