“Broadly speaking, there are two types of internet users: Time Rich and Time Poor. Time Poor people use the internet to get things done. They are very task focused, and their favorite websites help them use their precious time more efficiently. Time Rich people use the internet to kill some time. They are bored. They are willing to be diverted and entertained. The cost of being wrong is low.

If you’re starting a new internet company, its important to know who your audience is. Search is for the Time Poor, discovery is for the Time Rich. Advertising is for the Time Rich.

Time Rich does not mean unsophisticated. Your users spend enough time on the internet, and on your competitors sites, to know what’s what.