| Journal: TWUK | Section: |
| Title: | Issue Date: 26/06/00 |
| Author: | Page Number: 18 |
| Copyright: Other |
the net result
this week: perfect profiles
Internet progress and development takes place at an alarmingly fast pace. In fact, it’s sometimes so fast that I feel that one month equates to several in the on-line Internet world.A new survey from Harris Interactive for Ebates.com on Internet shopper profiling serves to reinforce this point. Not so long ago the term ‘Internet user’ was a polite way of saying ‘computer geek’. We mentally defined geek as a young man whose obsession with all things technological and interactive was mirrored by his distaste for personal hygiene and social interaction.
Today’s Internet users – and our understanding of them – has moved on in leaps and bounds. The single cluster has evolved into several different consumer types, each one using the Internet in different ways and for different reasons.
From an Internet marketing perspective it is important to be aware of these customer profiles and to use them as much as possible. The more you know your consumer, the better you’ll be able to target them.
In its report, Harris identified six consumer groups for Internet shopping and, while they are based on a specific US experience model, they are still quite interesting to look at.
One important point to note is that membership of groups is not static and consumers will move between them over time as their experience grows and they become more sophisticated in their on-line shopping habits. Let’s review the groups and their definitions.
The E-bivalent Newbies group is the starting block of the Internet and represents just 5% of on-line consumers. These are new Internet users who have only recently gained access and are somewhat nervous, somewhat sceptical and consequently the incidence of on-line shopping in this group is low. Given the high take-up of the Internet by young people, E-Bivalent Newbies tend to be older people.
The Time-Sensitive Materialists group, representing 17% of on-line consumers, use the Internet because of the sheer convenience it offers and because it enables them to save time which is an important commodity to them. This upmarket group is an important sector for travel marketing.
The Clicks and Mortar group represent 23% of on-line consumers and are by far the largest cluster. Characterised particularly by women and housewives, this group use the Internet to research products and services but because of security and privacy concerns, they purchase off-line.
The Hooked, On-line and Single group are today’s Internet junkies and represent 16% of on-line consumers. Typically high-earning, early adopting men, this group is the most frequent on-line spender.
The Hunter Gatherers group tend to be very price sensitive, researching extensively and comparing prices in order to get the best possible deal. Typically aged 30 to 50 years, they are married with children and represent 20% of on-line consumers.
In the Brand Loyalists group, consumers usually visit the sites of just those companies who they know and trust. Brand Loyalists are likely to be frequent visitors. This group represents 19% of on-line consumers, is the most pre-disposed towards e-commerce and has the highest on-line spend.
Consider these different profiles and which relate to your own business. Not only will this impact on the kind of marketing activity you do and how you target and communicate with your customers but it can also impact on the way you manage your whole business.
For example, if your customers are Clicks and Mortars, you probably won’t develop booking engines and credit card protection systems because they’re only interested in researching on-line. Similarly, if your audience is the Hooked, On-line and Single group, you’ll need an aggressive programme of cool downloads, interactive games and innovative features.
Try and overlay this research data on your business and consider which profiles match your own customers. You may want to add some additional profiles if there is a very specific group that is not covered by these six clusters. However you view your customers, the better you know them, the smarter you’ll build your business.
Categorising: are you a Clicks and Mortar or a Brand Loyalist?
targeting the cyber shopper
n e-bivalent newbies: late-adopting ‘newbies’ need simple information that’s clearly laid out and easy to follow. Go easy on the graphics so that pages load fast. Don’t expect too many to register at your site as they may be resistant.n time-sensitive materialists: an excellent prospect for travel, this group is receptive to innovative ideas, not price sensitive and has great potential for repeat purchasing. You’ll need stable technology, up-to-date information and an on-line booking engine. E-mail marketing should work well.n clicks and mortar: this large group want to buy off-line so make sure your call-centre number and the addresses of your retail premises all feature very prominently.n hunter gatherers: bargain hunters are committed to finding the best deal so put your special offers high up on your home page so they’re easily found. Savings should also be prominent.n hooked on-line and single: graphics, flash, viral, games and downloads. All essential requirements for this group. They’re 100% loyal to the Internet but may not be to you if you stray away from innovation and into normal-dom.n brand loyalists: these brand loyalists want you to acknowledge them as an individual. Plenty of opportunity for repeat purchasing, upselling and add-ons.
n e-bivalent newbies: late-adopting ‘newbies’ need simple information that’s clearly laid out and easy to follow. Go easy on the graphics so that pages load fast. Don’t expect too many to register at your site as they may be resistant.n time-sensitive materialists: an excellent prospect for travel, this group is receptive to innovative ideas, not price sensitive and has great potential for repeat purchasing. You’ll need stable technology, up-to-date information and an on-line booking engine. E-mail marketing should work well.n clicks and mortar: this large group want to buy off-line so make sure your call-centre number and the addresses of your retail premises all feature very prominently.n hunter gatherers: bargain hunters are committed to finding the best deal so put your special offers high up on your home page so they’re easily found. Savings should also be prominent.n hooked on-line and single: graphics, flash, viral, games and downloads. All essential requirements for this group. They’re 100% loyal to the Internet but may not be to you if you stray away from innovation and into normal-dom.n brand loyalists: these brand loyalists want you to acknowledge them as an individual. Plenty of opportunity for repeat purchasing, upselling and add-ons.
n e-bivalent newbies: late-adopting ‘newbies’ need simple information that’s clearly laid out and easy to follow. Go easy on the graphics so that pages load fast. Don’t expect too many to register at your site as they may be resistant.n time-sensitive materialists: an excellent prospect for travel, this group is receptive to innovative ideas, not price sensitive and has great potential for repeat purchasing. You’ll need stable technology, up-to-date information and an on-line booking engine. E-mail marketing should work well.
n clicks and mortar: this large group want to buy off-line so make sure your call-centre number and the addresses of your retail premises all feature very prominently.
n hunter gatherers: bargain hunters are committed to finding the best deal so put your special offers high up on your home page so they’re easily found. Savings should also be prominent.
n hooked on-line and single: graphics, flash, viral, games and downloads. All essential requirements for this group. They’re 100% loyal to the Internet but may not be to you if you stray away from innovation and into normal-dom.
n brand loyalists: these brand loyalists want you to acknowledge them as an individual. Plenty of opportunity for repeat purchasing, upselling and add-ons.