Broadband Users Become More Broadly Understood

As broadband Internet adoption continues to grow, it’s tempting to lump all those high-speed users into a single category. However, a couple new reports suggest this audience is far more diverse and segmented.

Media-Screen, a market research company, has developed a segmentation analysis of broadband users that seeks to dispel the notion that it’s a single homogenized group. (Thanks to Shel Holtz for the pointer.) According to the study, five distinct segments emerge:

• Content Kings (high value on entertainment)
• Social Clickers (strong communication emphasis)
• Online Insiders (those drawn to personal/cultural aspects)
• Fast Tracker (news and information gurus)
• Everyday Pro (personal productivity/efficiency users)

And could users eventually be segmented by their broadband connection speed? Based on this New York Times story, it seems entirely possible. The increased broadband choices – and the sometimes-questionable speed claims made by providers – have made selecting a high-speed connection more high-stress. But as the gap widens among various high-speed options, distinct user segments may also develop.