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The 5 Personas of Your Online Customers

Adam Broitman |

Regardless of who you are or where you’re from, you share something in common with the rest of the world: When you go online, you shed your physical world identity and assume an alternate personality — one that is determined by your online needs, goals, digital sophistication, and information sharing awareness.

The Digital Sharing and Trust Project featured this week at the iMedia Breakthrough Summit, uncovered five global online personas — Open Sharers, Passive Users, Proactive Protectors, Solely Shoppers, and Simply Interactors — each with differing online behaviors, sophistications, and concerns. The five personas are spread about evenly across the global population and are impervious to any regional or demographic boundaries.



They also provide a new perspective about how retailers and marketers can target and engage with their customers — online and offline.

For one, omni-channel merchants must understand that rather than a timid and fear-driven population, consumers online are in search of value as well as utility and are capable by and large of judging for themselves their own risk tolerance based on the reward they’re looking to receive. By better understanding why consumers want to share their information online in the first place, companies can be better prepared to engage with them in more meaningful and relevant ways.

For more detailed findings, visit the interactive website and research report, titled “Around the World in Five Personas,” and take the quiz to find out what persona you most resemble. (But I bet it’s an Open Sharer like me!)

Topics: Big Data, Retail Trends

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