Today we showcase one of GWI’s new segmentations by profiling internet users based on their digital behaviors.

Testament to the ubiquity of online commerce, it’s virtually all of the global online population who fall within the Shopper segmentation (those who say finding products is a very important reason for going online or have engaged in some commerce-related activity online in the last month).

The central role of entertainment in internet users’ online portfolios is also pretty evident, with high scores for the Viewer (79%) and Listener (72%) segments.

Perhaps most intriguing here is the particularly strong result for the Creator group (on 79%). This segment encompasses people who have uploaded a video or photo online in the last month, so despite the so-called “context collapse” being a hot topic in the media, it’s pretty clear that the majority of online adults are contributing in some form each month and that this is still most likely taking place on social media.

To download an explanation of GWI’s new segmentation, click here 


Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.