Divide and Conquer

Operating under the assumption that it's easiest to hit what you can see, Media Metrix and McKinsey have broken down Internet users into six categories: simplifiers (people who
use the Net to make their lives easier), surfers, connectors (also known as newbies), bargainers (shoppers) sportsters and routiners (both of which are segments that go online for
content) . (Mary Helen Trent, Media Metrix, 212/515-8737)