This Group tends to use electronic technologies for purely instrumental purposes, because they provide a practical method of saving time or money. They have plenty of other leisure activities that they enjoy and tend to be light television watchers. However they find the Internet useful for purchasing on line and they are smart enough to realise that they can drive better deals when purchasing goods and services if they fore-arm themselves with consumer information. Generally they use the net to undertake transactions and manage their personal finances rather than to explore.

This Group contains mostly people in well off, middle class, owner occupied suburbia. Many have children.

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This Type contains mostly middle aged users of electronic technology. They are people who have access to personal computers and the Internet and are interested in the features and functions of technologies. Many members of this type read magazines and purchase additional software and hardware over the Internet, but they are more oriented to the use of the Internet for personal finance transactions than for purchasing. For example this Type does not purchase children’s wear or apparel over the Internet and is a low user of on line grocery shopping services. This Type is a good market for Internet banking services.

This Type contains mostly young people who work in companies which provide them with access to mobile phones, email and Internet access. It seems that many of these people lead lives which involve substantial amounts of travel between locations. Although competent in the use of electronic technologies they are not heavy purchasers of products through the Internet. However they are very heavy users of on line financial services. Flexibility is an important value for this type who feel the need to keep in constant touch with providers of information relevant to their daily lives.

This Type consists of well educated young professionals, many of them women, who are confident users of electronic technologies and communications. They use the Internet for purchases across a wide range of product categories, but in particular for children’s products and fashion wear. They tend not to use this medium to purchase wines or insurance. Many members of this type look after children at home and do not have access to electronic technologies at work. They are not particularly interested in computer magazines.

This Type really enjoys the use of the computer to purchase products and services, making very high levels of on-line purchasing in virtually every product category – including traditional male purchases such as wines and insurance, computer games, videos and software, and traditional female purchases such as apparel and children’s products. This Type also likes to use the computer for personal banking services, but is not especially likely to be interested in cable television or mobile telephony. The majority are men, many of whom are in their thirties.