Online User Segmentation
Obtaining Greater Insight on Website Customers
Virtual Surveys has recently conducted a segmentation exercise of Internet users. Segmentation was
conducted through an online survey which aimed to profile both online behaviour and attitudes to using
the Internet.
Our analysis identified three key dimensions (general adoption of the Internet; attitudes to buying online;
and likelihood to use the Internet as a communication tool). The elements which defined the three dimensions
helped to create five different segments of Internet user:
Being able to identify which segment a website visitor belongs to offers a number of benefits:
- We can structure a survey sample (qualitative or quantitative) to represent the segments of most importance for the success of a website. To this end, we propose to profile our own online panel so that we can readily identify a robust sample of each segment.
- We will be able to evaluate a website in terms of how well it meets the needs of each segment and suggest a prioritised action plan within this context.
- We can dynamically route questionnaires to ask particular segments pertinent questions e.g. to understand more about the security concerns of the Cautious on an e-commerce website.
If you would like any further information contact Graeme Lawrence on 0161 242 1100.
