Given increasing access to the Internet and the rise of social networking, it is becoming imperative for museums to understand not only who use the Internet, but also how and why they are using it. Previous ways of classifying users typically used demographic data or analysed search and visiting patterns. However, these methods often lack the depth of information needed to understand why people engage in certain behaviours. This paper will explore recent examples of types of on-line participation and classifications, reporting on three recent studies undertaken at the Australian Museum.