During the early days of the internet, an acceptable page-load time was the primary concern of users. Now people care about a lot more than speed because they are performing complex transactions, managing personal information and developing bonded relationships with their sites-of-choice. New concerns include transaction reliability, ease of use, online customer service, pricing, and differentiated content. This report, using data gleaned from a recent America Online survey of users, highlights three primary dimensions of segmentation that influence Web site performance objectives.