Online user typology
The Online User Typology ( ONT ) is used to appropriately and vividly depict online usage patterns. It was developed on the basis of the ARD / ZDF online study .
Emergence
On the basis of the ARD / ZDF online study , two basic user types were first identified in 2002 . In 2004 the active-dynamic and selectively reserved users were further segmented. The active-dynamic users were divided into four sub-categories, the selective-cautious users into two sub-categories. The basis for the classification are "integration and importance of the Internet in everyday (media) life, habits of online use, practice of dealing with applications and possible uses of the medium, as well as interests." The online application dimensions are: communication (e-mail), interaction ( Chat, forums, blogs), transactions (money & goods), entertainment orientation (indicator: simply surfing), information orientation (indicator: targeted search) and practical-technical applications (file download).
Typologies
There are six different types in total. Four belong to the upper category of active-dynamic users and two to the upper category of selective-cautious users. In contrast to the media user typologies (MNT), the ONT is not a population typology , but a user typology. Since the ONT is generated from online usage, it exclusively segments online users according to the intensity of their use of the Internet. By definition, offline people are not included.
Young hyperactive
The hyperactive young are more active than any other typology. The use of almost all areas of application is more intensive and extensive than with the other users. The internet functions as a virtual living space. Communication and information offers are used extensively. Less and less information is obtained from traditional media. The interest in sports, news, regional service information, browser games , special offers for young people and online auctions is above average . Characteristic are the willingness to experiment, curiosity and the willingness to get involved in new offers and applications. This group can also be referred to as the so-called digital natives . 74% of them were under 30 years old in 2007 and grew up with the possibilities of information technology . In 2007 this type was made up of 72% men (2004: 86%).
Young strollers
The young strollers also largely belong to the digital natives. In 2007, 65% of them were under 30 years of age. In contrast to the hyperactive boys, 50% of them are women (2007). In 2004 the proportion of women was 63%. The information interests in this group are predominantly leisure-related, they concern the immediate and further living environment. Their access to the internet is more pragmatic and less emotional than that of the hyperactive boys. What distinguishes them from the experienced information users, with whom they also have something in common, is their greater willingness to get involved in new offers and possibilities of the network. Young strollers also use the Internet primarily for communication purposes. You have relatively high energy reserves when surfing and are persistent in searching the Internet.
E-consumer
For the e-consumer type, everything on the internet revolves around buying and selling goods on shopping and auction platforms. The Internet helps with the bargain hunt z. B. Using price search engines from various providers, it opens up room for maneuver and broadens the horizon. Her interests also lie primarily in topics related to consumption, such as product test sites, the car market, insurance and stock market news. You have the highest affinity for electronic payments and online banking . Like the hyperactive young and the young strollers, e-consumers let themselves be seduced by new sites and offers on the Internet. In this group, the proportion of men has increased from 54% (2004) to 62% (2007), making e-consumers the only group in which the proportion of women has decreased alongside the young flaneurs.
Experienced information users
Experienced information users use the Internet at work and privately primarily to obtain information. In doing so, they find out about economic topics, science, culture, politics, current affairs, but also look for service information. The information search is based on the use of classic media. Online shopping and data services play a subordinate role for this group. This group includes more and more female internet users (31% in 2004 and 42% women in 2007). The majority of users in this category are between 20 and 59 years old (2004: 92%; 2007: 71%), with the age distribution in 2007 being wider than in 2004.
Selective users / marginal users
These two groups are critical of the Internet and its use. Their use is limited to proven offers such as e-mail and the offers on the portal pages of their providers. In addition to web competence, they also lack the motivation to delve deeper into the Internet and to explore the web exploratively. The number of female users in this group increased between 2004 and 2007. While the marginal users in 2007 were mainly in the 30+ age group, the selective users were distributed fairly evenly between the various age groups (10–20% each). In the group of marginal users, very few have completed university entrance qualification (2007: 8%) or even completed a degree (2007: 6%). In 2007, 21% of the selective users had a university degree.
Distribution of Internet users among the typologies
| Typology | Share 2004 | Share 2007 |
|---|---|---|
| Young hyperactive | 7% | 13% |
| Young strollers | 10% | 7% |
| E-consumer | 13% | 9% |
| Experienced information users | 17% | 21% |
| Selective users | 20% | 21% |
| Edge users | 32% | 30% |
criticism
In the rapidly changing world of the internet, the 2004 and 2007 numbers seem out of date. This can already be seen when comparing the values from 2004 and 2007. Here, in some cases, strong changes within the groups can be seen. Developments such as that of social networks and the growing range of audiovisual content, such as B. YouTube , Internet radio and media libraries , made possible by the increase in data rates for DSL and VDSL , are increasingly changing the structure of benefits and users. These typologies and their delimitations cannot be static categories. Ongoing research is needed to keep the ONT in line with current developments in the Internet and society.
See also
Web links
swell
- ^ Oehmichen, Ekkehardt / Schröter, Christian (2004): Die OnlineNutzerTypologie. In: Media Perspektiven 8/2004, p. 386. pdf ( Memento of the original from February 15, 2010 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ See ibid.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2007): On the typological structure of cross-media usage patterns. In: Media Perspektiven 6/2007, p. 406. pdf ( Page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2004), p. 387f.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2007), p. 408.
- ↑ See ibid.
- ↑ See ibid.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2004), p. 389f.
- ↑ See ibid., P. 390.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2007), p. 408.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2004), p. 390.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2007), p. 408.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2004), p. 390.
- ↑ See Oehmichen, Ekkehardt / Schröter, Christian (2007), p. 408.
- ↑ See ibid., P. 407 (figures rounded)
