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Posts Tagged ‘internet’

Using DigitaLink Segmentation to Uncover how Connected Consumers Shop

Tuesday, January 31st, 2012

The recent surge of smartphone, tablet and e-reader purchases demonstrates an obvious trend of increased consumer connectivity. With digital media literally at their fingertips, shoppers can collect product and promotional information around the clock, forming purchase decisions well beyond brick-and-mortar store hours. But how many actually use Internet-connected devices (mobile or stationary) in this manner?

Internet users range from those who communicate only through e-mail for work or social purposes, to deal-seekers actively engaging with brands via social media. An understanding of digital media consumption patterns can help manufacturers and retailers direct sales and marketing efforts to passionate online consumers.

Today, we announced DigitaLink™, a new segmentation solution which does just that. Combining Consumer Network Panel data and MarketPulse research, we classified Web users into five DigitaLink segments. The unique profiles are based on the type of device consumers use to connect, online activities, technological comfort level, and attitudes about digital media usage.

DigitaLink divides consumers into the following groups, listed from the savviest digital shoppers to the least:

  • Digitize Me!
  • Show Me the Money
  • Wired for Work
  • Socializers
  • Technophobes

You can learn more about the characteristics and demographics of these DigitaLink segments, in a webinar that I’ll be hosting, entitled “Understanding and Engaging the Digital Shopper.” The webinar will take place on Tuesday, February 7 at 11 a.m. CST.  It will describe the most promising groups to target and explore case study-based strategies for activating online marketing campaigns.

To sign up for the webinar, please visit here.

We’ll live tweet the webinar via @symphiri.  You can also engage in the discussion by leaving comments on this blog.