Online advertisers should target their campaigns towards specific types of internet users, a new survey has indicated.

Findings from a study by technology company Amaze, in conjunction with the University of Glasgow, revealed that surfers using the web to shop could be placed into one of three categories.

Looking into the psychology behind e-retail, the research found that people could either be labelled as vague, cost-conscious or window shoppers.

Vague people, making up 42 per cent of respondents, were those who sought further information before buying anything. Another 42 per cent were considered cost-conscious, citing high postage and finding the same item cheaper elsewhere as reasons for not completing the purchase.

Window shoppers constituted 16 per cent of those asked, suggesting that online marketing services would be better directed towards the first two as these people would be unlikely to complete transactions.

A recent survey by Just Retirement indicated that advertisers might find it beneficial to target older users as an increasing number were using the web to go shopping.

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