Routiners Are Perfect For Online Membership Sites & Associations

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

Routiners
This group of Internet users goes online for content. Only about half of the group has made a purchase online. Routiners tend to spend much less time on the net and visit fewer domains than most. They routinely go to specific sites and check for new information; typically Routiners visit new and financial sites.
To market to this group is a challenge because Routiners are on the hunt for quality content and looking for the sense that they are getting ‘something special.’  This type of user is more likely to respond to a special ‘members only’ group or a paid subscription if the quality of the content is better than average. The challenge is to find the sweet spot this group will respond to and open their wallets.
Membership sites are a perfect fit for Routiners. If you can find a target segment (niche market) and offer valuable information, members of this group will be your most loyal followers.