Gartner Research

Household Segmentation: Which Households Will Interact?

Published: 26 June 2000

ID: G0088472

Analyst(s): Ann Z. Marshman


Two household segmentation schemes present and prioritize which types of households are most likely to make use of future interactive services targeted at consumers. The schemes are useful in building marketing, product and business plans. The basis for both schemes is household demographics. This enables links to be easily formed between Gartner's data from large-scale surveys (on the use of technology in the home) to clients' in-house customer databases.

Table Of Contents
  • Introduction
  • Designing Segmentation Schemes
  • Segmentation 1
  • Segmentation 2
  • Segment Characteristics and Interactive Ranking for U.S.¬†Households

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