Media technology is becoming an ever more ubiquitous part of human life. To support the growing amount of research into new media and ICT, it is important to have some benchmarks regarding adoption and use diffusion of technologies and features regarding media consumption. This kind of research allows to fully grasp and understand the results of other studies and to put them into perspective. The current rapidly changing ICT and media environment makes it even more important to have the most recent understandings regarding current trends, habits and practices. To this end, a yearly survey, called Digimeter, is held amongst a representative sample (age, sex and province) of Flemish people age 16 and older. The segmentation presented in this paper is based on the latest Digimeter-data, collected in the period August 2012 - September 2012. In total 1.891 Flemish were surveyed ‘offline’ with CAPI-interviews and 785 respondents filled out the survey online. The total dataset consists of 2.676 respondents. The dimensions on which the K-means segmentation is based, are the intensity of use on the one hand and the amount of functionalities a media technology is used for on the other hand. This typology of use diffusion is based on the framework put forwards by Shih & Venkatesh (2004). The results of the segmentation distinguish between five different types of media users. The most advanced media usage is found in a smaller group of early birds with a high frequency and a high variety of media usage, the advanced omni-users. A second group of so called curious pleasure seekers also adopted a wide variety of media functionalities, but have a lower willingness to pay for the newest technologies. A large part of the Flemish population can be described as regular media users, but the largest part still consists of so called traditional media users. This group of people prefers to stick to the ‘traditional media’ and is not that much into new media at all. Finally, we distinguish the sporadic media users, a group with a ...