On the Internet, age, gender and nationality become less important

Is there really an internet identity? According to new global MasterCard research, the answer is yes.

The Digital Sharing and Trust Project shows how consumers discard their 'real' identities when online and use their 'digital identities' which better reflect how they feel, what they do with their personal data and how much importance they place on it. Those five identities - Open Sharers, Simply Interactors, Solely Shoppers, Passive Users and Proactive Protectors - are spread globally regardless of regional or demographic boundaries.

"Nearly 2.5 billion people around the world use the Internet every day," said Tiodor Jakobuzio, vice president of the MasterCard Global Insights Group, which conducted the research.

The research shows that these five different personality types, regardless of who they are and where they live, all have something in common when it comes to their behavior on the Internet. It also shows us that when consumers use the Internet, characteristics such as age, gender or nationality become secondary.

Although consumers are increasingly savvy when it comes to managing their personal data online, this research reveals that there is a clear difference between the types of information they are willing to share and that they trust certain types of organizations more.

Some of the takeaways from each digital identity:

• Those who openly share data: 21% of consumers on the Internet fall into this category, which contains more men (60%) and unlike all others, they use the Internet the most, but they are also the most aware of the risks of sharing personal data. Half of them use the Internet more than 10 times a day, and when they share their personal information, they expect good prices, access and offers in return.

• Only interactors: This group includes 21% of Internet users and is characterized by frequent use of social networks, although these users are not particularly skilled in new technologies. When it comes to shopping online, 80% will look for a product online, but 63% prefer to shop in stores. Aware of targeted marketing, but do not think that their data is particularly important and therefore do not show much concern about personal data.

• Only buyers: This group is characterized by the belief that the Internet is a good channel for research and smart shopping. They make up 21% of all internet users and most of these users (90%) look for products on the internet before buying, and half of them use mobile phones to compare prices in different stores and choose the best offer. Surprisingly, they are the least aware of targeted marketing as only 37% of them know that social media sites share their personal information with advertisers.

• Passive users: As the name suggests, members of this group are not fully convinced of the value of the Internet and therefore, of all the "digital identities", they spend the least time using the Internet. They make up 20% of all Internet users, are not often on social networks (only 48% of them) and do not buy much online. Compared to other categories, they are more likely to make purchases via mobile devices and are more willing to give away their data in exchange for a convenience.

Consumers like offers tailored to their needs in exchange for sharing data: 55% of consumers appreciate it when companies design offers based on the information they've given them

Additional conclusions that apply to all Internet identities:

• Consumers know how much their data is worth: Based on this research, 64% of consumers believe that personal data is valuable to marketers and advertisers.

• Most consumers are smart about their privacy settings: Research shows that 60% of consumers know how to change the privacy settings on their internet browser

• Consumers like offers tailored to their needs in exchange for sharing data: 55% of consumers appreciate it when companies design offers based on the information they've given them

• Consumers embrace 'Showrooming': 49% of consumers compare prices while in store on their mobile phone to make sure they're getting the best deal

"In today's digital world, consumers are spending more time and more money online," says Jakobuzo.

"It's all the more reason to understand that these five distinct identity types are important to diverse audiences, and perhaps most to marketers and advertisers. By better understanding why consumers want to share their personal information online, companies can better prepare to interact with consumers by designing more relevant offers," he added.