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A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage

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  • ASSAEL, HENRY

Abstract

With the penetration rate of the web approaching 70 percent, profiles of general web usage are less important. Web marketers must begin to focus on the profile of heavy web users and users by type of web usage. This article develops a demographic and lifestyle profile of heavy web users (those using the web for 20 hours a week or more) based on a survey of over 5,000 respondents. It also identifies six key web usage categories—Web Generalists, Downloaders, Self-Improvers, Entertainment Seekers, Stock Traders, and Socializers—and develops a profile of each.This may be the first study providing a detailed demographic and lifestyle description of both heavy users and web usage types. The profiles should be useful to web marketers for selecting media and setting the tone of their marketing effort in targeting these groups.The author would like to thank Dr. Joseph Plummer, executive vice president for research and insight development at McCann-Erickson for contributing the data for this article, as well as Susan Nathan and Karen Ring at McCann for their help in making the data accessible. He would also like to thank Caresse Sakagawa, his research assistant at the Stern School, for conducting the analyses in the article.

Suggested Citation

  • Assael, Henry, 2005. "A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 93-123, March.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:01:p:93-123_05
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    Cited by:

    1. Wojciech Hardy & Michal Krawczyk & Joanna Tyrowicz, 2015. ""Thou shalt not leech" Are digital pirates conditional cooperators?," Working Papers 2015-26, Faculty of Economic Sciences, University of Warsaw.
    2. Elena Damian & Erik Van Ingen, 2014. "Social Network Site Usage and Personal Relations of Migrants," Societies, MDPI, vol. 4(4), pages 1-14, November.
    3. Abeer A. Mahrous & Rania S. Hussein, 2012. "Levels Of Facebook Use: Evidence From Egypt," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(3), pages 43-55.
    4. Yong Liu & Manting Li & Juanjuan Zhao & Haidong Yu, 2019. "Responding to environmental pollution-related online posts: behavior of Web surfers and its influencing factors," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 21(6), pages 2931-2943, December.
    5. Zhuojun Gu & Ravi Bapna & Jason Chan & Alok Gupta, 2022. "Measuring the Impact of Crowdsourcing Features on Mobile App User Engagement and Retention: A Randomized Field Experiment," Management Science, INFORMS, vol. 68(2), pages 1297-1329, February.
    6. Ya-Hui Wang & Cing-Fen Tsai, 2014. "The Relationship Between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds," The International Journal of Business and Finance Research, The Institute for Business and Finance Research, vol. 8(2), pages 27-40.
    7. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    8. Sarika Ahlluwalia & Seema Singh, 2023. "Consumers’ Demographics as Predictors of Their Perception of Online Advertising: Are They Still Relevant in the E-Landscape?," Global Business Review, International Management Institute, vol. 24(3), pages 417-432, June.
    9. Abdul Kadir Othman & Lailatul Faizah Abu Hassan & Muhammad Iskandar Hamzah & Amirun Razin Razali & Mohamad Amir Shah Saim & Mohd Safwan Ramli & Muhammad Amir Osman & Mohamad Amirul Anbia Azhar, 2019. "The Influence of Social Commerce Factors on Customer Intention to Purchase," Asian Themes in Social Sciences Research, Knowledge Press, vol. 3(1), pages 1-10.
    10. Shubham Goswami & Shagufta Khan, 2015. "Impact of Consumer Decision-making Styles on Online Apparel Consumption in India," Vision, , vol. 19(4), pages 303-311, December.
    11. Quach, Thu Nguyen & Thaichon, Paramaporn & Jebarajakirthy, Charles, 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 104-113.
    12. Veronika Jadczaková, 2013. "Review of segmentation process in consumer markets," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(4), pages 1215-1224.
    13. Pandey, Shweta & Chawla, Deepak, 2014. "E-lifestyles of Indian online shoppers: A scale validation," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1068-1074.

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