SIMPLIFIERS
29% of active users. Although they spend relatively little time on the Web (seven hours per month), they account for more than half of all online transactions. They log on to accomplish specific tasks simply and easily.
Turn-ons: convenience and reliable customer service
Turnoffs: pop-up windows, unsolicited e-mails and chat rooms

Comparing this description to the information provided by Paco Underhill in Why We Buy, I’m curious if this behavioral type is weighted toward women. Target driven, lots to do, need to accomplish things with little waste.

SURFERS
8% of active users. They account for 32% of time spent online and access four times as many pages as the average user. Surfers move quickly between domains to shop, explore and find information and entertainment.
Turn-ons: cool design, strong brand and features like games, chat rooms and streaming video
Turnoffs: old content and boredom

BARGAINERS
8% of active users. These active deal-seekers represent 52% of all visits to eBay and enjoy searching for great prices and participating in the community of bargain-hunters.
Turn-ons: Priceline.com and Beanie Babies
Turnoffs: paying full price

CONNECTORS
36% of active users. They are relatively new to the Internet and are looking for ways interact and explore. Only 42% have made an online purchase (versus the average of 61%).
Turn-ons: chat rooms, novelties such as e-greetings, well-known brands
Turnoffs: complex and intimidating sites

This was a reality check for me – afterall, the web is so well integrated into my lifestyle that it’s hard to remember that there are still “new users”. When creating new sites & stores, it makes sense to be sensitive to the needs to newbies. Again referencing Underhill’s findings, I wonder if this group is weighted toward the senior market.

ROUTINERS
Routiners are 15% of active users. They like to read and research online but buy offline. More than 80% of their time is spent at their top 10 domains, and they look for superior and timely content.
Turn-ons: the latest from news and financial sites
Turnoffs: old news

SPORTSTERS
4% of active users. They act like Routiners but focus largely on sports and entertainment sites. They key with both groups is to try and move them to a revenue-generating model where they pay for content. It’s tough to do.
Turn-ons: ESPN.com, colorful sites with interactive features like polls
Turnoffs: The Financial Times

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Source: CIO Magazine feature on McKinsey & Co. and Media Metrix web survey dated February 12, 2003