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	May 23, 2008 European Consumer Segmentation Profiling Entertainment Seekers and Utilitarians by Mark Mulligan with Nate Elliott

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Executive Summary

JupiterResearch segmented the European online audience to better understand the way in which consumers use the Internet and how their usage may be mapped against demographic and digital sophistication variables. Four key groups were defined based on the amount of time consumers spent online, their participation in online media, and the utility activities they conducted.

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