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Simplifying Web Segmentation
Empirical research shows it is content, above all, that lures consumers to any World Wide Web site and persuades them to return. To woo them successfully, a B2C—horizontal portal, mass marketer, and on-line community alike—must anticipate their content preferences, even without a clear picture of their tastes and circumstances. How can this be done?
The take-away: A recent McKinsey study shows that basic sociodemographic variables—age, employment status, family role, and household structure—provide a better indication of a consumer's broad content preferences than more widely tracked factors such as occupation and income. B2Cs using the basic variables have sharply increased the percentage of Web site visitors who become customers.
Articles provided by The McKinsey Quarterly
© 1992-2003 McKinsey & Company, Inc
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