Re: Mapping Behavioral Traits

From: Adrian Funnell <afunnell_at_gobeyond.com>
Date: Fri 12 Jan 2001 11:30:59 -0500

MARTYN EMERY <martyn_emery_at_hotmail.com> WROTE:
> I would be interested to know how many of the list are
> currently involved in mapping the different behavioral
> traits of their clients both offline and online.

This study from Harris Interactive segments the online
consumer. Another interesting piece of information
from this study is that only 6 percent of shoppers are
driven to online retailers by offline advertising in
other media.

Harris Interactive has divided the online shopping
population into 6 categories, according to their
shopping motivations and current and future spending
habits. Membership of these groups is not static but
changes over time as individual consumers become more
sophisticated in their online shopping habits.

About 5 percent of Internet shoppers are classed as
"E-bivalent Newbies". They have only recently gained
access to the Internet and they are the least
interested in ecommerce. They tend to be older and
spend little time online.

A further 17 percent of shoppers are "Time-Sensitive
Materialists". They shop online for convenience and to
save time.

Approximately 23 percent of shoppers are in the "Clicks
& Mortar" category. These shoppers tend to female
homemakers who research products online but buy offline
as they are worried about privacy and security.

Young, single, early-adopting, high-earning males are
most likely to fall into the "Hooked, Online & Single"
category, which comprises 16 percent of online
shoppers. This group shop, bank, invest, play games and
download software the most often.

One in 5 shoppers are categorised as
"Hunter-Gatherers". These shoppers are likely to be in
their thirties, married with children, and frequent
visitors to price comparison sites.

About the same number of shoppers are "Brand
Loyalists". They usually visits sites of known and
trusted merchants. They are the most satisfied with
ecommerce and spend the most online.

Adrian Funnell
Director of Strategic Media
Beyond Interactive
afunnell_at_gobeyond.com
http://www.gobeyond.com
WAP-site: wap.bimoble.com





Received on Fri Jan 12 2001 - 10:30:59 CST