Called Personicx Onliners, the tool also makes it possible for marketers to understand how the behaviours and size of segments shift on an annual basis and so to identify and target web users based on their level of internet adoption, usage and lifestage.
Because Personicx Onliners is an online tool, any company with an online presence will have quick access to up-to-date segmentation data and be able to visualise the total internet market, taking into account technology trends such as the growth in broadband connections and the adoption rates of videophones.
In addition, users are able to recognise clusters with the same internet behaviours across different lifestage groups, allowing them to target those clusters through the same channels but with a tailored message for each.
Personicx Onliners was developed by identifying eight groups that describe internet behaviour for the entire UK population, from offline through to heavy internet users, combined with take-up and ownership of technology products including MP3 players, 3G phones and plasma TVs. By using Acxiom's Infobase Lifestyle Universe data variables, these groups were further segmented with eight lifestage groups, which delivered a total of 33 web user clusters.
Group two, which refers to broadband transition, for example, contains five clusters. The group in general uses the standard speed broadband to access the internet on a regular basis for a wide range of activities. The "Broadband Investment" cluster within this group contains people aged between 35-64 years with no children. Many have internet access at work and are therefore slower at adopting high speed broadband at home.
James Horsburgh, product manager for segmentation at Acxiom, said that the opportunities for companies to sell a wide variety of products are endless, but their success depends on how well targeted their offers are.
He said: "Personicx Onliners enables companies to accurately identify specific groups and target them with the right offer at the right time."
Dawn Orr, UK data group leader at Acxiom, added: "We expect Personicx Onliners to do very well in the UK. The product is in line with Acxiom's global aim to provide companies with innovative products that allow them to develop and maintain good relationships with their customers. We will continue to deliver high-quality products and services in today's ever changing environment, taking full advantage of technological developments."
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