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Media-Screen Maps the Diverse US Broadband Marketplace

Written on
Nov 29, 2006 
Author
Kiran Aditham  |
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Media-Screen Maps the Diverse US Broadband Marketplace

Continuing in our exploration of demographic Web behaviors and the blurring thereof, ADOTAS recently spoke with a company that conducted its own case study and took things one step further: breaking down the marketplace into new, specific target groups for the greater benefit of online marketers.

With Netpop | Portraits, the research report on the US broadband audience, released at the beginning of November, Media-Screen sought to separate fact from fiction when it came to online personality types, and provide a holistic view of audience segmentation on the Web—simply put, the research firm aims to tell us who’s going online and why.

The Media-Screen crew, which includes director of research Cate Riegner (left) and managing director Josh Crandall, used the data culled from the study to divide the 13-and-up broadband populous into five different segments:

-Content King: the entertainment cravers who spend much of their online time in gaming, user-generated content and other related fields

-Social Clicker: the MySpace set that relies on communication with family and friends online, while serving as tastemakers in the process

-Online Insiders: the group that shares equal enthusiasm for every aspect of the Web, eyeing the Internet as a rich, personal and cultural phenomenon; shares similar traits with early adopters in terms of technological receptivity

-Fast Tracker: the news and information addict that relies on up-to-date content

-The Everyday Pro: those who seamlessly integrate the Web into their daily tasks, from ecommerce activity to online banking

As first noted in the ADOTAS Young Men’s Survey, age seems to be less a key indicator of Web habits, and not as effective a measuring tool for marketers online. Instead, the interactive advertising community, as Media Screen suggests, relies on behavioral patterns versus the traditional segmentation. To delve further into this topic, ADOTAS talked to both Riegner and Crandall (left) about the advertising implications of Media-Screen’s findings, as well as the Netpop history and the audience segments we should be taking a closer look at.


Hi folks, so let’s focus on some of the audience segments. How about Content King?

C: “The Content King” has really captured what I think has been the main influx of users to the Internet—13-17 year-olds who are primarily, but not exclusively male, and are very much into the videos and games. You see YouTube taking off in a big way, and I would attribute that in large part to the “Content King.”

I should also point out that there are a group of older people in this segment that are retired and enjoy their online games, too. You don’t want to just think of young kids, but primarily young kids. What I think is really interesting is that if you look at just the people that came online in the last four years, they have taken on this entertainment bandwagon, going to the video sites, going to the game sites. I think once full-length films and television content is more available on the Internet, it will increasingly become more of an entertainment medium than it has been in the past. We’re seeing that with the “Content Kings.”

There’s obviously emphasis on some of the MySpace [clientele], you might want to call them “social clickers”. The “Content Kings” will be shaping the Internet more in the coming years with their focus on entertainment.

J: One of the thing that surprises actually is we definitely see much more of an emphasis on the entertainment aspects of the Internet, the benefits of entertainment across all segments, than what we had expected. Whereas the Internet had been really the source for any type of information that you were looking for, now, people are getting online directly with a broadband active point and really engaging and looking at the Internet much more as an entertainment medium than just an information medium.





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