There are over 1.9 billion people online worldwide according to the recent Digital Life survey, published by TNS Canada. It’s a massive number but make no mistake—not all Internet users are created equal.

Hill+Knowlton Strategies will be diving deep into the Digital Life survey in the weeks to come, providing an exclusive look at these findings and the ways in which Canadians are adapting their online experiences. Many feel that it is a “Digital Wasteland” out there as the glut of information the internet offers is not all quality content. All web users will take a singular approach to cutting through the clutter but when taken in aggregate, TNS was able to identify six different lifestyle segments that define Canadian Internet users based on behaviour, attitude and preference. Here is a breakdown of each segment and the percentage of Canadians that fall into each category.