This study aims to systematically identify the lifestyles of domestic internet users, examine internet usage behavior and purchase decision-making by lifestyle type, and compare lifestyles between internet users and non-users. The primary purpose of this research is to provide fundamental marketing information necessary for domestic companies to formulate marketing strategies targeting the internet market, which possesses immense market potential, while also suggesting the feasibility of internet market segmentation based on lifestyle criteria. The research findings revealed the following. Lifestyle-based market segmentation of the internet market was achieved, and while there were partially significant differences across lifestyle types regarding internet usage information by market segment, no statistically significant differences were found in terms of usage volume and purchase decision-making. In other words, internet users exhibited differences in the types of internet information they primarily utilized depending on their lifestyle type, but were not differentiated in terms of usage volume and purchase decision-making. Meanwhile, differences were found in lifestyle and purchasing behavior characteristics between internet users and non-users, which is expected to serve as useful foundational information for companies in formulating marketing strategies targeting the internet market.