Netpop | Portraits - By investigating the impact of the internet on key areas of people's lives, Netpop | Portraits uncovers the diversity within the broadband market and re-envisions the online population in its current context.
Netpop | Portraits is the first dedicated multivariate segmentation analysis of the US broadband population aged 13+ and offers companies an essential industry-wide framework to drive more successful online product and marketing initiatives. Netpop | Portraits provides richly detailed profiles of the 5 groups we uncovered, with data on where they go online, what they do, and why they do it. Demographic and attitudinal data build out their profiles, providing you with a better understanding of where the online consumer market is currently, and where it's headed in the years to come.
Table of Contents |
Charts and Tables Index
Introduction
0.1.1 Broadband Growth in the U.S.
0.2.1 Size of Segments
Snapshot of Each Segment
1.1.1 Broadbander Online Areas
1.1.2 Broadbander Gender
1.1.3 Broadbander Age
1.1.4 Broadbander Household Income
1.1.5 Broadbander Average Online Spend
1.1.6 Broadbander Percent Time Spent on Home Page or
Other Site
1.1.7 Broadbander Mean Number of Activities and Devices
1.2.1 Content Kings Online Areas
1.2.2 Content Kings Gender
1.2.3 Content Kings Age
1.2.4 Content Kings Household Income
1.2.5 Content Kings Average Online Spend
1.2.6 Content Kings Percent Time Spent on Home Page or
Other Site
1.2.7 Content Kings Mean Number of Activities and
Devices
1.3.1 Social Clickers Online Areas
1.3.2 Social Clickers Gender
1.3.3 Social Clickers Age
1.3.4 Social Clickers Household Income
1.3.5 Social Clickers Average Online Spend
1.3.6 Social Clickers Percent Time Spent on Home Page or
Other Site
1.3.7 Social Clickers Mean Number of Activities and
Devices
1.4.1 Online Insiders Online Areas
1.4.2 Online Insiders Gender
1.4.3 Online Insiders Age
1.4.4 Online Insiders Household Income
1.4.5 Online Insiders Average Online Spend
1.4.6 Online Insiders Percent Time Spent on Home Page or
Other Site
1.4.7 Online Insiders Mean Number of Activities and
Devices
1.5.1 Fast Trackers Online Areas
1.5.2 Fast Trackers Gender
1.5.3 Fast Trackers Age
1.5.4 Fast Trackers Household Income
1.5.5 Fast Trackers Average Online Spend
1.5.6 Fast Trackers Percent Time Spent on Home Page or
Other Site
1.5.7 Fast Trackers Mean Number of Activities and
Devices
1.6.1 Everyday Pros Online Areas
1.6.2 Everyday Pros Gender
1.6.3 Everyday Pros Age
1.6.4 Everyday Pros Household Income
1.6.5 Everyday Pros Average Online Spend
1.6.6 Everyday Pros Percent Time Spent on Home Page or
Other Site
1.6.7 Everyday Pros Mean Number of Activities and
Devices
Time and How They Spend it
2.1.1 Type of Site Broadbanders Consider Primary Home
Page/Start Page
2.1.2 Percent of Time on Home Page versus Other Web
Sites
2.1.3 Percent of Time Spent on Sites other than Home
Page by Age
2.2.1 Percent Online at each Time of the Day on Typical
Weekday
2.2.2 Mean Hours Spent Online per Weekday and
Weekend Day
2.3.1 Broadbanders Who Spend any Time per Area of
Involvement
2.3.2 Percent Engaged in All Five Areas of Internet
Involvement
2.3.3 Percent of Time Online Insiders Spend in Each Area
2.3.4 Mean Percent of Time Spent in Each Area
2.4.1 Percent of Total Spare Time Spent Online
2.4.2 Average Minutes Spent in Typical Weekday
2.4.3 Mean Hours Spare Time Per Day
2.4.4 Visiting Web Sites for Personal Reasons
2.5.1 Percentage of Personal Interests Done Online
2.5.2 Mean Number of Personal Interests Users Go
Online For
2.5.3 Percent Who Visits Sites Dedicated to a
Personal Interest
2.5.4 Types of Interests/Activities Go Online For
2.6.1 Visiting Web Sites for Work-Related Reasons
2.6.2 Percent Who Do Productivity Activity Regularly
2.6.3 Mean Number of Online Activities
2.6.4 Mean Activities Done Daily by Age
Impact on the Modern Market
3.1.1 Social Clickers Who Do Communication Activity
Regularly
3.1.2 Percentage Who Do Communication Activity Daily
3.1.3 Average Number of People Broadbanders Connect
With On One-to-One
Basis Online in a Typical Week
3.1.4 Average Number of Exchanges On a Typical
Weekday
3.2.1 Mean Number of Content Creation Activities Done
Regularly by Age
3.2.2 Content Creation Activities
3.2.3 Mean Number of Content Creation Activities
3.3.1 Mean Amount Spent Online Per Month
3.3.2 Type of Item Purchased Online or Offline in Last
Three Months
3.3.3 Mean Number of Online Purchase Transactions
per Month
3.4.1 Response to Online Advertising
3.5.1 Top Five Brands per Segment
3.5.2 Brand Image Score
3.5.3 Average Scores by Segment
3.6.1 Percentage Who Use Shopping Site Regularly
3.6.2 Percent Who Use Site Regularly
3.6.3 Percentage Who Use Google and Yahoo! Regularly
3.6.4 Sites Visited Regularly for Favorite Hobbies and
Interests
Who They Are, Where They are Going
4.1.1 Perceptions of the Internet
4.1.2 Attitudes Towards the Internet
4.2.1 Mean Number of Technology Products Owned
4.2.2 Mobile Usage and Intent
4.2.3 Online Insiders by Tenure Online
4.2.4 Attitudes towards Technology
4.3.1 Segment by Age
4.3.2 Mean Age 13 and Older by Segment and U.S.
Population
4.4.1 Percentage of Men versus Women
4.4.2 Men versus Women among 13 to 34 Year Olds
4.5.1 College Graduate or Higher
4.5.2 Annual Household Income
4.5.3 Employment Status
4.6.1 Mean Number of Years Online
4.6.2 Online Tenure by Age
4.7.1 Percentage Who Started Going Online Regularly in
Last Four Years
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