Global Habbo User Segmentation

1
Global Habbo User Segmentation

• Research Results August 2006

2
About the Research

• The survey was conducted in May 2006 in all Habbo
  Communities
• The users were invited via console message to an
  external survey form
• 42 409 Habbo users participated in the survey
  globally
• NOTE Each community has an equal weight in the
  analysis
• The Research was conducted by 15/30 Research, a
  Finnish market research company that focuses on
  the youth segment

3
Global User Characteristics

• Globally teens share interests, beliefs and
  values
• No 1 Value having warm social relationships,
  both with friends and parents
• Most Habbo users are rather conservative in their
  values
• Fame, wealth and influence are important to about
  half
• Habbo users generally have a very positive
  self-image
• Habbo users have a socially responsible
  world-view
• Even though most Habbo users claim to be
  tolerant, many have negative attitudes towards
  minorities
• Top 3 interests globally similar music, movies
  and computers

4
How does User Segmentation work?

• Cluster-factor analysis provides an accurate and
  reliable method for identifying groups with
  similar characteristics
• The variables examined were personality, values,
  attitudes, subculture membership, areas of
  interest and consumption behaviour no
  pre-assumptions were made
• The segments were formed so that the variation
  inside each segment is as small as possible, and
  the variation between different segments is as
  large as possible
• Using these statistical methods several clusters
  were found
• After iteration and testing, a five segment model
  proved to be the most accurate

5
Global Habbo User Segments

6
(No Transcript)
7
Dutch Users Differencies

• Personality
• 92 say they are pleasure-seeking (highest
  observed)
• Feel more often that they are satisfied with
  their lives
• Highest describing themselves as
  environmentalist (49)
• Values attitudes
• Least interested in gaining friends from other
  countries (53 vs 71 others)
• After French most positive towards sexual
  minorities (37)
• Most positive towards computer privacy (35 vs
  21)
• Dutch are the least religious of European users
• Interests
• Less interested in many topics listed than other
  countries on average, e.g. dating only 43 vs.
  over 60, otherwise no clear differences from the
  global averages
• Top music genres Pop, hip hop and RB
• Media and Consuming trends
• 25 for personal use/month, AR/PU 5 /mth
• Much more environmentally conscious as consumers,
  but less experimenting
• Especially important Internet services to Dutch
  are P2P file sharing, message boards and
  newsgroups in addition to IM and email