LIFESTYLE SEGMENTATION OF INTERNET USERS

Based on the subject matter literature, the article presents existing, basic and widely used, market segmentation by lifestyle, including the “gemiusAudience” segmentation created in 2005, where the lifestyles of internet users served as the basic distribution criterion.In the article, an attempt has been made, based on the author’s own quantitative survey results, to identify the lifestyles represented by internet users. The analysis included the manner in which respondents spent their free time and the values they lived by. The results of the surveys indicate that internet users place significant emphasis on universal values, such as family, health and love. They tend to treat the internet as a source of information to support their education and occupational duties, however, they also use it for entertainment purposes.