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This report offers a high-level overview of the five attitudinal segments that make-up the broadband population in China. It is designed to introduce the segments and set them in the context of the broadband population as a whole.

The Netpop segmentation model was developed on the basic premise that it was time to paint a more holistic picture of the influential consumers that make up the broadband user population. By uncovering distinct, identifiable segments of the broadband population – segments that are homogenous within their group yet differ from other groups – we provide a new framework for understanding shifts in online usage.

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February 2009