The Department of Homeland Security cites three ways young people find sites to become radicalized: browsing for entertainment; searching for a community to belong to; looking for information related to heritage, traditions, or ideologies associated with a particular radical group. Knowing this, terrorists are able to tailor their efforts to find the most likely recuits.
Terrorist propaganda on sites is often meant to target these groups. By targeting both susceptible and marginalized members of society, terrorists exploit individuals' feelings of loneliness, weakness, shame, or need for belonging. These can be shifted to target specific genders, age groups, economic classes, or ethnicities.