Editor's note: Adam Broitman will provide additional insights into how brands can tap into the digital personas of their consumers as host and keynote speaker at the upcoming iMedia Breakthrough Summit.
Regardless of who you are or where you're from, you share something in common with the rest of the world: When you go online, you shed your physical world identity and assume an alternate personality -- one that is determined by your online needs, goals, digital sophistication, and information sharing awareness.
The Digital Sharing and Trust Project, a new global study recently released by MasterCard Worldwide, has uncovered five global online personas -- Open Sharers, Passive Users, Proactive Protectors, Solely Shoppers, and Simply Interactors -- each with differing online behaviors, sophistications, and concerns. The five personas are spread about evenly across the global population and are impervious to any regional or demographic boundaries.
The research has important implications for global retailers, marketers, and advertisers, as it dispels traditional segmentation strategies based solely on demographic data. The project's findings imply that the best way to target consumers is based on their alternate online personas.
In addition to the global segmentation of online users, the study found the following trends across all personas.
Consumers know what they're worth
According to the research, 64 percent of consumers believe their personal data has value to merchants and advertisers.