Benefit Segmentation of Internet Users and Their Addictive Behavior

The dominance of technology is in consumers' daily life. Some of them prefer to use technology for business purposes; some integrate their basic needs of entertainment and fun over the internet and social media usage. This research aims to understand the different levels of integration and the deepness of the Internet users' needs and connection of online time, which might be an indication of online addictions and addictive behavior. With this purpose internet user groups are compared by the main purpose of the internet and social media usages. It is also aimed to define the behavioral differences based on the leading addictive signs of internet users.