24
2010
Digital Lifestyles: the 6 types of people online
An article by 
DigitalLife.com have brought out what I think is one of the best summaries and overviews of the type of people who are online.
It is of course essential for any social media strategist to understand the audience, and its online habits. This goes a long way to explaining that. A quick intro is below, but I suggest you download the 12 page report here.
1. Influencers
“The internet is an integral part of my life.” I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.
Above Average Touchpoints: Branded sites, Retail shop, user review on blog, review sites, social network comments.
2. Communicators
“I just love talking and expressing myself” whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.
Above Average Touchpoints: Branded sites, Retail shop, price comparison, search engine, user review on blog, review sites, social network comments.
3. Knowledge-Seekers
I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.
Above Average Touchpoints: Price comparison, user review on blog, review sites.
4. Networkers
The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.
Above Average Touchpoints: Branded sites, Retail shop, Price comparison.
5. Aspirers
I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.
Above Average Touchpoints: Offline media, Retail shops, Offline WOM (word of Mouth)
6. Functionals
The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using the internet for a long time.
Above Average Touchpoints: Branded sites, price comparison, Offline media, Retail Shop, Offline WOM
Not all your social media campaigns need to try and touch all these types at the same time…in fact it is much better to design strategies and campaigns around the specific type of audience that you want to target, rather than vice versa.
Obviously, your goal should be to try and attract as many Influencers as possible, as early on in your campaign as possible. These are the people that will stretch your marketing budget, and spread your message for you. If you are lucky, the message does not even have to be relevant to them…it just needs to be attractive enough for them to want to share it or pass on to their extended network.
But be careful. The Influencers have been around the block, and are looking for genuine, fun, valuable messages. Don’t give them reason to scorn you.
