Beyond Demographic Variables: Using Psychographic Research to Narrate the Story of Internet Users

Abstract

Much attention has been paid to the demographic correlates of Internet use, which show that richer and more educated individuals are more likely to use the Internet than less educated and lower income individuals. As well, the Internet user is more likely to be male than female and is typically younger than the non-user. Fewer studies have been conducted about the role of psychographics in Internet use. Based on the attitudes, interests, and opinions of individuals, psychographic variables provide insights into the lifestyle clusters that encompass a certain behavior. Innovativeness, opinion leadership, consumerism, community involvement, and health consciousness are examined in this article to construct a descriptive narrative of Internet use. Innovativeness emerged as the strongest psychographic contributor to Internet use.