• Passive Users 20%
  • Proactive Protectors 17%
  • Solely Shoppers 21%
  • Open Sharers 21%
  • Simply Interactors 21%
5 GlobalPersonas

with varying online behaviors, sophistication and concerns.

These personalities are applicable globally: national characteristics are irrelevant when consumers go online. The five unique personas are determined by online behaviors and attitudes and what consumers go online to accomplish.