Connectors Are The Social Butterflies Of The Internet

This is part three of a six part series on Internet users from the study done by McKinney & Media Metrix

Today we take a look at the group of users called Connectors
This group of newbie users are looking for a reason to use the Internet. Connectors account for 36% of the active Internet user population; however 40% of them have been using the Internet for two years or less.  Of this group only 42% have made a purchase online (compared to the average 61% of other groups).
Connectors often use the Internet to ‘connect’ with other people through email, chat rooms and social sites. With the popularity of Facebook for women who are 55 and older – I’d guess many Connectors can be found on Facebook.
While connectors may not be ready to purchase online now, this big segment of Internet users shouldn’t be ignored. As they become more comfortable with the Internet they may soon learn how simple it is to buy online.
Getting the Connector to your site may be harder if you don’t have an ‘off-line’ presence. This group is very likely to come to the Internet on recommendation of a trusted brand. However, you can build your own loyal group from this segment if you can befriend the Connector on a social site. Although banner ads are not always effective, if I purchased any banner ads it would be on Facebook to start building brand confidence with the Connector.