Located: research topics > human interaction

Psychographic profiling of internet users

Author: SRI (1999)

Abstract: The Internet Values and Lifestyles System (iVALS) is based on the widely-used VALS system to define different psychographic profiles of internet users for marketing purposes. The conclusions are important in defining user goals and motivators.

The iVALS model divides internet users into 10 psychographic profiles, each with different uses, interests, incomes and gender splits. It attempts to define the affinity and trends between different groups, important marketing information when targeting various cultural groups through advertising or information design.

iVALS lists user groups on a three-dimensional axis with the vertical Y-axis defining comfortability and experience from the lease experienced users ­ called Immigrants ­ to the most skilled users ­ called Wizards. Based on survey information, the system is able to define how long various groups have been on the internet for.

Of interest is the division of cultural and psychographic profiles through four branches defined by general use of the medium. The four general definitions are based on work related interest, exploring/entertainment interest and social activity. A middle or central branch encompasses a combination of each.

SRI gives detailed profiles of likely use from its iVALS survey. It describes (1995) its Upstreamers category, for instance, as: "Heavily male and tending to be younger than the Internet population as a whole. Upstreamers are a prime target for highly personalised online services, particularly where these services can bridge very different content areas or professional communities."

While the iVALS model may now provide important information bridging cultural, psychographic and usage profiles across the internet, the fast-growing nature of the medium will require regular updates to keep it relevant.