GWI’s new segmentation assigns respondents to various groups based upon their attitudes, ranging from world-views and self-perceptions right through to their purchasing preferences and relationships with technology.

It’s the Privacy Conscious group which posts by far the strongest results here. 6 in 10 internet users fall within this cohort, displaying just why privacy tools like VPNs, anti-trackers and ad-blockers are becoming mainstream among more tech-savvy digital consumers and could soon be widespread among the general online population too.

These segments also confirm the importance of an aspirational and status-based positioning for brands. While there may be 14% in the Economical group (those for whom the price is more important than the brand name and who always try to find the best deals for a product), digital consumers are much more likely to fall into the Status Seeker and Aspirational segments.

Download an explanation of GWI’s new Attitudinal Segmentation here.

GlobalWebIndex’s New Attitudinal SegmentationExplore data in PRO Platform

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