Recent studies of the online population have either focused on individual behavior or on a particular demographic within the population as a whole - and the online personality types that have emerged don’t necessarily reflect the reality. Is it really just a world dominated by MySpace teens, obsessive gamers, and technophiles? Netpop Portraits, a new research report on the U.S. broadband population aged 13 and over sheds some light on the question.

Continuing at a 60% compound annual growth rate, more than one-third of all Americans access the Internet via a broadband connection. They are the leading indicators of how consumers will shape the success and failure of products and services over the next decade.

“On average, a broadband user spends more than two hours a week day accessing Web sites that speak to their special interests,” Cate Riegner, director of research for Media-Screen said. “The Internet experience is changing the consumer mindset from laid-back channel surfers into engaged content searchers. As more advertising dollars are invested in reaching consumers online, understanding these users beyond the traditional metrics of gender, age and income is imperative for anyone doing business online.”

The segments reflect real users - what they like to do online, why they do it and how they do it. The report focuses on how companies can appeal to consumers’ needs and interests and where their target audience can be found on the Web.

The five distinct segments of users differ by attitudes and behaviors, as well as by gender, age, income and other factors. Media-Screen summarizes their five trademarked categories like this:

The Content King. Content Kings value entertainment. By deciding when, where and how to access entertainment, Content Kings create their own entertainment experiences from a spectrum of established and user generated content sources.

• 76% regularly play games online
• 75% visit websites for personal reasons, spending more than 2.5 hours on a typical weekday

The Social Clicker. Social Clickers particularly value communications. The group relies on the Internet to maintain relationships with friends and family, as well as to seek out new ones. Younger Social Clickers are a powerful force within online communities (e.g., MySpace, Classmates) and capable of swaying opinion surrounding topics of interest to them.

• 78% contribute to Internet content or information in a typical month
• This groups spends 57% of their time going online for communications versus going online 10% of their time for news/information and 8% on shopping

The Online Insider. Online Insiders value every aspect of the web with equal enthusiasm and see the Internet as a rich personal and cultural phenomenon. Exhibiting characteristics similar to those of early adopters, Online Insiders are most likely to be receptive to groundbreaking online products and services.

• 86% of Online Insiders contribute to Internet content or information in a typical month via blogs, community sites, rating sites, chat rooms, etc.
• This group spends over $130 a month shopping online

The Fast Tracker. Fast Trackers particularly value news and information, including news, sports, and weather. This segment is particularly loyal to sources that provide frequent updates and real-time information.

• 77% regularly read news online
• 65% regularly look for maps, directions, public transportation information

The Everyday Pro. Everyday Pros value personal productivity and incorporates the efficiency of the Internet into executing their daily tasks. Everyday Pros are smart, and motivated to adopt the more complex tools that will make their lives easier and more efficient in the long run.

• 84% regularly bank online
• 68% regularly shop online

Source: Enid Burns. “Five Personalities Emerge From Broadband Users,” ClickZ Stats 11/16/06.

Related Post: “Consumer Clusters and Comparison Shopping,” EBT Blog 11/18/06.

Photo: From Miike Takashi’s The Suicide Club uploaded to Flickr 01/28/06 by modnoir

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