Psychographic Sourcebook - GfK MRI

PART 2: Teenmark
II. Psychographic Segmentation Analyses: Teenmark
B. Internet/Online Technologies Attitudes Segments
The Internet/Online Technologies segmentation categorizes teens according to what they are doing online, their reasons for being connected,
and the depth of their involvement with the Internet.
The names for these segments have been derived from Internet-chat slang commonly used by teens.
• AOTA—All of the Above
For AOTA’s, the Internet is virtually their entire world, and without it they feel disconnected from the world. Many of their interactions
with the world occur online: the Internet allows them to shop and buy, chat and communicate, study and learn, almost simultaneously.
To complete the circle, the Internet is also one of their main sources of entertainment, and something they are likely to use to fill
in free time.
• AFK—Away From the Keyboard
These teens have absolutely no use, practical or otherwise, for the Internet. They are totally immune to the charms of the web, and
indifferent to its interactive, transactional and connective capabilities. They don’t even consider the Internet to be a good source for
information or entertainment.
• CUOL—See You Online
Members of this segment value the Internet most for its connectivity. They use it to communicate with friends and family, to link with
educational and information resources, or just for fun. While the Internet plays a central role in their daily lives, they show little
enthusiasm about using it as a shopping tool or guide.
• FITB—Fill In The Blanks
FITB-ers most value the Internet for its practicality. They go online for a long list of reasons – to shop, to buy, to research, to
communicate with family– but they don’t use it for entertainment or to otherwise while away their free time. The Internet enhances
their connectedness to the world, but doesn’t dominate it.
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