McKinsey's John Forsyth said that marketers who try to reach all six at once, or approach them as if they were all alike, "do so at their peril," hence title of report - "All Website Visitors Are Not Created Equal."

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Here are some details report provides --

Simplifiers use Internet to make their lives easier, and tend to log on with a specific purpose in mind and they want to do it quickly and easily. Although Simplifiers spend just 7 hours per month on Web, they have longest tenure online (49% have been online for over 5 years) and account for half of total online transactions.

Surfers constitute just 8% of active user population, but they account for 32% of online time -- far more than any other segment in study. They access over four times as many pages as average user, and move quickly among domains, continually seeking new experiences.

Internet commerce is supposed to reach 5 trillion dollars by year 2005 with over 1 billion global users, 15% of world's population! This is a 70% compounded annual growth rate from approximately 350 billion that was spent in year 2000. That is what I call opportunity.

Even though Internet dot-com crash has wiped out a lot of web businesses, and US economy is a little stagnate, Internet usage is experiencing an explosive growth. The dot-com people who received venture capitol money and then mis-spent it, are gone, or in process of leaving.

The Internet crash really doesn't influence those of us who have smaller websites and didn't go after big bucks borrowing millions of dollars. Our sales at Cyber-robotics.com are still growing at same rate as before crash. The crash just leveled playing field for everyone again, just like it used to be in early days of net. If you make your money selling Internet advertising, then you may have a tough road ahead.

To compete in today's Internet market place, you must turn your website into a web presence. A web presence is about creating web opportunities, by expanding your luck base; this will attract strategic alliances, hopefully that become strategic trusts.

Marketing your business, on web, is basically same as marketing any real-world business. Most businesses in real world take years to build. It doesn't happen overnight. Years of hard work and luck, contribute to success of all businesses. Marketing is something most of us small business owners have to do ourselves, as we can't afford to pay someone to market for us. It takes a lot of effort and time to do it correctly. The same especially holds true for web businesses.