The document profiles different digital lifestyles that have emerged based on people's behavior and attitudes online. It identifies 6 main groups: Influencers, Communicators, Knowledge-Seekers, Networkers, Aspirers, and Functionals. Each group is characterized by their demographics, frequency of internet use, digital engagement and consumption levels, and openness to brands. The profiles provide insight into evolving online behaviors.

1. The Digital Lifestyles
Discover how the world lives online

2. “It’s not information overload
it’s filter failure”
Clay Shirky

3. To understand what consumers do is not enough.
‘Clicks’ are not the whole story.
To get a true picture of the consumer, you need to understand their history,
their needs and emotions.
This will explain why they do what they do.
The following profiles offer a glimpse into the evolving world of digital and
lifestyles that have emerged, and are emerging.

4. Introducing the digital lifestyles
INFLUENCERS
The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger,
a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many
people as possible hear my online voice.
COMMUNICATORS
I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just
emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m
connecting online from my mobile, at home, at work or at college.
KNOWLEDGE-SEEKERS
I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want
to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.
NETWORKERS
The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use
things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open
to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.
ASPIRERS
I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home.
I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.
FUNCTIONALS
The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping.
I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using
the internet for a long time.

5. Behaviour and attitude is not a linear relationship
HIGH CONSUMPTION
LOW INVOLVEMENT HIGH INVOLVEMENT
LOW CONSUMPTION

6. Functionals: The internet is a practical tool
FUNCTIONALS
WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION
MALE FEMALE - I am concerned about data protection and privacy in the
H
internet.
YOUNGER OLDER OPEN TO BRANDS
L - Internet helps me connect with other like-minded individuals.
EMPLOYED UNEMPLOYED - In the online world, I can better express my feelings. BRANDS ARE INTRUSIVE
- The Internet improves the relationships I have with other
people.
FREQUENCY OF INTERNET ACCESS
5 TH
HIGH LOW LEVEL OF ONLINE PURCHASING
DIGITAL ENGAGEMENT
(On a scale of 1-6)
Digital Engagement Involvement Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
HIGH LOW L L L
ABOVE AVERAGE TOUCHPOINTS
DIGITAL ACTIVITITES ONLINE OFFLINE
WHERE ARE THEY? Branded sites Offline media
Retail shop Retail shop
Price comparison Offline WOM
SEEu Search engine
DevA User review on blog
NAm NWEu Review sites
Social network comments

7. Aspirers: I’m looking to create a personal space online
ASPIRERS
WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION
MALE FEMALE - The Internet improves the relationships I have with other
H
people.
YOUNGER OLDER - In the online world, I can better express my feelings. OPEN TO BRANDS
EMPLOYED UNEMPLOYED - Internet enables me to belong and be accepted by my friends. BRANDS ARE INTRUSIVE
L - I can´t imagine a life without the internet anymore.
- Life without the internet would be a lot less fun.
FREQUENCY OF INTERNET ACCESS
6 TH
HIGH LOW LEVEL OF ONLINE PURCHASING
DIGITAL ENGAGEMENT
(On a scale of 1-6)
Digital Engagement Involvement Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
HIGH LOW L L
H
ABOVE AVERAGE TOUCHPOINTS
DIGITAL ACTIVITITES ONLINE OFFLINE
WHERE ARE THEY? Branded sites Offline media
Retail shop Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
MENA
SSA Ind
EmA

8. Networkers : The internet is important for me to establish and maintain relationships
NETWORKERS
WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION
MALE FEMALE - The Internet improves the relationships I have with other
H
people.
YOUNGER OLDER - I can´t imagine a life without the internet anymore. OPEN TO BRANDS
EMPLOYED UNEMPLOYED - Internet helps me connect with other like-minded individuals. BRANDS ARE INTRUSIVE
L - In the online world, I can better express my feelings.
- Internet allows freedom of expression that I don´t have
in the offline world.
FREQUENCY OF INTERNET ACCESS
4 TH
HIGH LOW LEVEL OF ONLINE PURCHASING
DIGITAL ENGAGEMENT
(On a scale of 1-6)
Digital Engagement Involvement Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
HIGH LOW H
L
H
ABOVE AVERAGE TOUCHPOINTS
DIGITAL ACTIVITITES ONLINE OFFLINE
WHERE ARE THEY? Branded sites Offline media
Retail shop Retail shop
Price comparison Offline WOM
SEEu Search engine
User review on blog
NAm NWEu Review sites
Social network comments

9. Knowledge-Seekers: I use the internet to gain knowledge, information and to educate myself
KNOWLEDGE-SEEKERS
WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION
MALE FEMALE - I am concerned about data protection and privacy in the
H
internet.
YOUNGER OLDER - Internet allows freedom of expression that I don´t have OPEN TO BRANDS
EMPLOYED UNEMPLOYED in the offline world. BRANDS ARE INTRUSIVE
L - Internet enables me to belong and be accepted by
my friends.
- In the online world, I can better express my feelings.
FREQUENCY OF INTERNET ACCESS - I can´t imagine a life without the internet anymore.
3 RD
HIGH LOW LEVEL OF ONLINE PURCHASING
DIGITAL ENGAGEMENT
(On a scale of 1-6)
Digital Engagement Involvement Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
HIGH LOW
M M
L ABOVE AVERAGE TOUCHPOINTS
ONLINE OFFLINE
WHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media
Retail shop Retail shop
Price comparison Offline WOM
SEEu Search engine
User review on blog
Review sites
Social network comments
LAm

10. Communicators: I just love talking and expressing myself
COMMUNICATORS
WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION
MALE FEMALE - In the online world, I can better express my feelings.
H
- Life without the internet would be a lot less fun.
YOUNGER OLDER - Internet allows freedom of expression that I don´t OPEN TO BRANDS
EMPLOYED UNEMPLOYED have in the offline world. BRANDS ARE INTRUSIVE
- Internet enables me to belong and be accepted
by my friends.
FREQUENCY OF INTERNET ACCESS
2 ND
HIGH LOW LEVEL OF ONLINE PURCHASING
DIGITAL ENGAGEMENT
(On a scale of 1-6)
Digital Engagement Involvement Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
HIGH LOW H H H
ABOVE AVERAGE TOUCHPOINTS
ONLINE OFFLINE
WHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media
Retail shop Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Ch Review sites
Social network comments
EmA

11. Influencers: The internet is an integral part of my life
INFLUENCERS
WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION
MALE FEMALE - Internet allows me to stand out and be different.
H
- Internet allows freedom of expression that I don´t
YOUNGER OLDER have in the offline world. OPEN TO BRANDS
EMPLOYED UNEMPLOYED - Internet enables me to belong and be accepted by my friends. BRANDS ARE INTRUSIVE
- In the online world, I can better express my feelings.
L - I am concerned about data protection and privacy
in the internet.
FREQUENCY OF INTERNET ACCESS
1 st
HIGH LOW LEVEL OF ONLINE PURCHASING
DIGITAL ENGAGEMENT
(On a scale of 1-6)
Digital Engagement Involvement Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
HIGH LOW H H H
ABOVE AVERAGE TOUCHPOINTS
ONLINE OFFLINE
WHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media
Retail shop Retail shop
Price comparison Offline WOM
SEEu Search engine
DevA User review on blog
Ch Review sites
Social network comments
MENA
Ind

12. Discover how the world lives online