From Science Daily:ScienceDaily (May 17, 2009) — "Audience segmentation" refers to categorizing people by their behaviors, attitudes, opinions, or lifestyles. It is widely used in social-marketing efforts. A new study uses this method to find high-risk drinkers in the US, leading researchers to a group dubbed the Cyber Millenials: "the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe."
"Marketing research provides a unique window on individuals as consumers that has rarely been used in alcohol-prevention efforts," explained Howard B. Moss, associate director for Clinical and Translational Research at the National Institute on Alcohol Abuse and Alcoholism (NIAAA) and corresponding author for the study.
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