Internet penetration rates vary considerably worldwide and international marketers need to devise effective online communications for multiple segments. While Internet markets with high penetration rates have been the focus of prior research, this study's main objective was to devise a way of discriminating between Internet users using individual psychographic (vis-à-vis demographic) variables in low penetration types of Internet usage. If firms seek to attain market leadership in the many market segments spawned by Internet-related technologies, psychographics offer the potential for distinguishing between various types of users.
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James et al. (2009) studied this question.
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