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Home Products & Services Market Data Internet Usage: WebSegment™

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Internet Usage: WebSegment™ PDF Print E-mail
The WebSegment™ report divides a market’s population into five segments defined by the amount of time a person spends using the Internet (ranging from no time to more than 20 hours per week). The report provides detailed insight into a market’s demographics, media usage patterns and purchasing behavior based on the amount of time a person spends using the Internet.

The WebSegment™ report provides comparisons for each of the five Internet user segments with the U.S. averages corresponding to:

  • Various demographic characteristics
  • Offline media usage patterns
    • TV shows watched
    • Newspaper, yellow pages and cell phone usage
    • Types and amounts of direct mail purchases
  • Planned household purchases across major retail categories
  • Workplace profile
  • Online profile
    • Connection type
    • Online purchase spending
    • Shopping and purchasing behavior across major retail categories
    • Reasons for Internet use in the past 30 days

The WebSegment™ report offers valuable guidance to online product development and ad sales strategies, and strengthens consultative ad sales presentations.