The Social Media Segmentation provides an overview of the different ways internet users engage with social media.
Each group is designed to capture internet users who actively engage with a particular aspect of social media, featuring those who demonstrate multiple instances of similar behaviors or motivations rather than those who exhibit only a single relevant trait. The groups are not mutually exclusive, and as such, respondents may belong to multiple segments.
The segmentation was introduced in Q4 2020, based on questions from the Social Media, Attitudes, Purchase Behaviour and Gaming sections of the GWI Core survey. The full definitions of each segment, including their short description, are provided in the Segment descriptions and definitions table below.
Segment descriptions and definitions
Group name and description | Definition |
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Brand Followers Internet users who use social media to follow brands they like. | Follow at least 1 of:
| Use social media in order to:
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Fame Followers Internet users who use social media to follow famous people. | Follow at least 1 of:
| Use social media in order to:
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Charity Networkers Internet users who use social media to follow charities and support good causes. | Follow:
| Use social media in order to:
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Content Consumers Internet users who consume entertainment content via social media. | Use social media in order to do at least 1 of:
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Friend & Family Networkers Internet users who use social media to keep in touch with people they know. | Follow:
| Use social media in order to do at least 1 of:
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News Consumers Internet users who use social media to keep on top of the news. | Follow at least 1 of:
| Use social media in order to:
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Network Builders Internet users who use social media to build new relationships and find like-minded people. | Use social media in order to do at least 2 of:
|
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Professional Networkers Internet users who use social media as a tool for work-related networking. | Follow at least 1 of:
| Use social media in order to:
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Shoppers Internet users who browse and buy products on social media. | Use social media in order to find products to purchase
| At least 1 of the following is a key part of their path to purchase:
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Viral Culture Followers Internet users who use social media to stay on top of the latest trends and memes. | Follow:
| Use social media in order to do at least 1 of:
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Concerned Users Occasional social media users who feel uneasy about the medium. | Use Social Media | Believe both of the following:
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Privacy Conscious Users Occasional social media users who prefer to stay anonymous. | Use Social Media | Believe both of the following
|