Forrester research has created the Social Technographics Profile Tool which analyzes online behaviors for different demographics by age, location and gender.
The concept was first introduced in one of the most important books about the age of the internet: Groundswell by Charlene Li and Josh Bernoff.
This big data tool can help you to get a general sense of how different target audiences use and interact with technology. This helps to inform the correct sites and approaches to access based on audience behavior.
Overview of the different behaviors
Creators: Individuals who create content. e.g. blog posts, videos, photos, reviews, etc.
Critics: Individuals that respond to content that has already been created. e.g. comments.
Conversationalists: Post updates and utilize social networks
Collectors: Individuals that collect and organize content. e.g. recipes, DIY instructions, and song playlists.
Joiners: Individuals that will join a site. e.g. create a Facebook account.
Spectators: Individuals that consume content but do not create, respond, or share.
Inactives: Individuals that do not participate or use technology.