Geography
You may think
that the geography has nothing to do with a website's audience as it's accessible
from anywhere in the world. Consider a website about a small town or village!
A website can define its audience by geographical locations; Amazon is an example
of this as it segments its web presence into geographical areas such as co.uk,
de and fr.
Demography
Demographic
segmentation uses the physical or personal attributes of the total accessible
audience to define a smaller segmented audience. Attributes
such as: Age, gender, Occupation, Nationality or Religion are examples of attributes
used to define an audience. An example is a forum website for Asian doctors
to communicate.
Psychographic
Psychographic
segmentation divides the total accessible audience by Psychographic attributes.
Examples of such attributes are the social class to which users belong, their
Lifestyle and personality. These attributes could be used to target a specific
group of users. An example is a website that sells cheap
reconditioned computers. The target audience would be people of a lower social
class who are possible introverts.
Behaviour
This segmentation
technique deals with the behaviour of users with a website. A relationship is
possible between user and website and can be measured by how frequently the
site is used or accessed by the user. This frequent use show loyalty and trust
to a website. Segmentation could occur here by targeting users that frequently
use such services through the offering of benefits