They use the internet to make things happen faster. Less experienced users are still trying to find out what's good about it, so they may spend more time surfing and will be more willing to engage in communities. To them, being online is an end in itself, rather than a means to an end. They need to be shown what the purpose of a site is, and why it is valuable.
Some people come online purely for content.
They will be very hard to persuade to transact online. If your site is heavy on content, you may have users like this, so think about offline behaviors that you'd like your site to encourage. Understanding users helps us design good online experiences for them. If you don't try to understand who will be using your site, and how, you will design a site that only meets your own goals. This means you will have no control over the kind of experience your users will have when they visit your site.