This paper analyses the behavior of users of the website Geocaching.com. The study provides an insight on how internet services can relate to hobbies, sports, and leisure. In particular, this research analyzes the consumers’ inclination to become addicted to the type of services offered by the webpage. With the assumptions made in this study, no patterns of addiction to the services offered by Geocaching.com are identified. This research also examines the characteristics of the new market niche created by Groundspeak with the introduction of the website. This innovative business model is now followed by an array of other companies. This work ends with suggestions of successful business strategies for companies entering or already positioned in the market niche.