What Kind of Internet User Are You?
by Frank Reed on June 24th, 2010
Here at the Dealer Ignition blog we have two particular groups that we talk to about Internet marketing. In many ways they are very different from each other but in many ways they are intricately dependent on each other. That dynamic can make for some interesting discussions can’t it?
On one hand we talk to brand marketers who use smaller independent brokers and agents, which are most often retail shop owners, to represent and sell their product to the consumer, the end user. On the other hand, we have those independent dealers themselves who are looking for new and innovative ways to help their customers and to make them want to come back for more.
So we often talk about techniques to accomplish sales goals etc. What we haven’t asked our readers to do much is to take a look at themselves and determine just what kind of Internet user they are. Why do this? Well, when someone like an SMB (small and medium business) owner truly sees how they view and use the Internet themselves it will help to better understand how they do or don’t use the medium for their own business.
The American City Business Journals has released a study as reported by MediaPost that examines different “profiles” of SMB Internet users. Take a look at the following types of Internet users and try to see just where you fit. This information uses descriptions directly from MediaPost but has been edited.
Interactors are the most heavily engaged with the Internet, spending 2.5 hours per week, the highest amount of time of all the segments. This group, a small group of business owners (15% of the survey population, accounting for 24% of sales) are mostly well-educated men and tend to run larger companies compared to any other SMB segment. Highly engaged with technology they have armed their employees with wireless devices, and are more inclined to make purchases over the Internet.
Interactors use the Internet for reading general and business news, researching and purchasing products and services, staying connected with colleagues and collecting information about competitors.
Investors show moderate engagement with the Internet and are most inclined to use it to access general and business news and manage their investment accounts, but are less active in the social networks realm. These owners have the highest net worth and the largest investment portfolios of all segments.
Demographically, the Investors group consists primarily of men who average 53.6 years old, have completed degrees in higher education and the highest household incomes. Similar to Interactors, they are highly involved with the local community.
Transactors are the largest segment of Internet sellers and sell 50% of their products and services over the Internet, compared to 41% for all other SMB owners.
Tansactors run well established companies and have are found in urban and/or suburban areas that skew toward the Northeast.
Viewers consume more music, entertainment news and sports, own the smallest companies, with an average of 21 employees and work the fewest hours of 51.7 hours per week. They also spend the fewest hours on the Internet, 2.1 hours per week, spending their hours on blogs, YouTube and HDTV.
Commentators work the longest hours at 55.2 hours per week, and represent a higher percentage of women and minority owned businesses than the other segment. Commentators spend the most time working on their own blogs or posting responses to others, work out of the office the most, but use the Internet the least to buy or sell businesses and services.
So where do you fit? The truth is that whatever group you fit under regarding your own Internet usage will likely determine how you apply Internet marketing strategies to your own business. If your view of the Internet and its importance to business is not in line with today’s business thinking maybe it’s time to get someone to help you understand just what opportunity exists in Internet marketing.
Not an easy call to make for anyone but if you want to grow today and in the years ahead you will need to have your online marketing “ducks in a row” or else you may be surfing the web from the unemployment line.