1 – Information / experience seeking behavior models:
Directed Information-seekers: These users will be looking for product, market or leisure information such as details of their football club's fixtures. They are not typically planning to buy online.
Undirected Information-seekers: These are the users, usually referred to as "surfers", who like to browse and change sites by following hyperlinks. Members of this group tend to be beginners and they may be more likely to click on a banner or an ad.