| appliance surface repair - There's yet another study that attempts to classify Internet users by putting them into categories. This time, the study is by Booz-Allen & Hamilton and Nielsen//NetRatings, it's seven categories and it's based on market segmentation by occasionalization.
According to the study "Seize the Occasion -- Usage-Based Segmentation for Marketers," Web usage patterns fall into seven categories of online behavior. In some categories, consumers are more likely to buy, in others they are nearly immune to traditional online marketing pleas.
The study also introduces "occasionalization," a new form of Internet market segmentation that identifies |
consumer segments based on online usage occasions rather than on user-based characteristics, such as demographics or attitudinal data. By exploring users' session characteristics -- how long a user stayed online, how much time the user spent on each page, site familiarity and the category concentration of sites visited -- the study uncovered seven types of sessions, and found that three -- Information, Please; Loitering; and Surfing -- are more likely to involve shopping than others. These sessions are the lengthiest, ranging from 33 to 70 minutes, and page views are 1 to 2 minutes, so users are likely to linger on a page and be exposed to different messages.
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