Understanding the digital consumer

James Powell
Kantar Media UK

With the growth of digital device usage the world over, it is important for marketers to understand the ways in which digital consumer behaviour varies across different markets. Kantar Media's TGI has created a segmentation of five different types of digital consumers using its syndicated European study, TGI Europa. This segmentation is based on consumers' digital attitudes and offers insight into how different types of people consume digital technology across the Western European markets of France, Germany and Great Britain.

Nineteen digital attitude statements were identified and used to create the five segments. These attitudes include, "it is important my household is equipped with the latest technology" and "the quality of human contact has been improved through technology" at one end of the spectrum to "computers confuse me, I'll never get used to them" at the other end (see segment map on page 2).