Market information analyst CACI has launched a new demographic classification to help marketers more accurately target people who use the internet and new technology.

eTypes separates the population into eight groups and 28 types to reflect differing internet behaviours, technology use and lifestyles.

The types include Mature and Practical High Spenders, Young Supported Networkers, Deal Seeking Families and Middle-Aged Nervous Users.

"The internet age has been upon us for more than a decade now but many companies, including major organisations, still don't yet sufficiently understand existing and potential customers' use of new technology. This means that marketers often target them ineffectively, leading to waste and missed commercial opportunities," says Jonathan Burston, Sales Director at CACI.

"Many of today's consumers live in multi-channel worlds, using new technology to communicate with each other and with the organisations from which they buy. But users of new technology differ greatly to each other. Understanding how different people interact with these channels, and where and how they purchase, is of great importance in maximising the effectiveness of customer communications. That's what eTypes can help with."

Among the attributes analysed are a type's income; lifestyle; its likely response to various of marketing communications - from email or text through to print advertising; and familiarity with technology including DAB Radios, PDAs, satnav and WiFi.

Jonathan Burston continues: "As the credit crunch bites it is more important than ever that marketing spend is well targeted. And in an era where postal direct marketing, for example, is in decline compared with online and other new media marketing techniques, it is vital to understand who the people are likely to take note of your message - and equally those set to ignore it."

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Notes to editors

1. How eTypes is compiled

A variety of data sources contribute to eTypes, of which the main two are CACI's OCEAN database and Aegis Media's Consumer Connection Study.

The OCEAN database includes millions of individual lifestyle survey responses relating to online behaviour, including shopping, research and browsing activity.

The Consumer Connection Study includes research with 15,000 adults each year, covering a wide range of questions on internet and technology use, media, advertising response, behaviour and attitudes. The interviews were carried out by Ipsos MORI.

Organisations wishing to find out further information on eTypes should call Jonathan Burston at CACI on 020 7602 6000, email jburston@caci.co.uk, or visit www.caci.co.uk