We have seen great interest in our new customized segments that we have created for the GWI tool, but some of you, naturally, are curious as to how they’ve been created. Our goal in creating these segments was to use a simple set of criteria to define the basic attributes of “Sharers”, “Reviewers”, “Socialisers”, “Passives” and “Creators”. We also wanted to ensure that the segments did overlap with each other because, often, Web users can fall into more than one of these categories. All frequencies concerning each activity are “monthly” or “in the past month” unless specified.
With that in mind, here are the criteria that we used to create each segment:
Creators: Are people who have
(written their own blog or edited/managed their own website or written a news story online)
(shared a link to their blog on a micro-blog or shared a link to their website on their microblog or have written a blog on a social network or shared videos on their social network profile or uploaded a video online).
Sharers: Are people who have
(used a social bookmark service or shared a link to a website or shared a news story or shared links to news stories on a micro-blog or shared content from a product/brand in the past month).
Reviewers: Are people who have
(reviewed a product/brand online)
(posted opinions/reviews in the past month about products/services on a retail website or on their blog or on a price comparison website or on a site dedicated to reviews/recommendation or on a forum/message board or in a social network group or on an online auction website)
Socialisers: Are people who have
(used a social network to message friends or updated the social network status on a daily basis or sent/emailed friends or used an instant messaging service on a social network)
(used the Internet to 1) stay in touch with friends or 2) networking for work or 3) to keep friends updated on their lives or 4) meet new people)
(managed a social network profile or used a micro-blog service or posted a comment on a forum/message board/bbs website or edited their social network profile at least every other day or created a group on a social network or searched for new contacts on a social network or have joined a group on a social network)
Passives: Are people who have
(NOT written a blog in the past month and NOT edited/managed their own website in the past month and NOT written a news story or article in the past month and NOT left a comment on a website in the past month)
(looked for updates on social networks at least every 3 to 4 days or checked a friend’s social network profile or NOT uploaded a video online in the past month or managed their social network profile or used a micro-blogging service or posted a comment on a forum/message board/bbs website)
The GlobalWebIndex team hopes that this better helps everyone understand the new customised segments, and as always, we welcome your comments!