The study presents the segmentation of second home users in Finland based on the values they link with their second home use. Four major segments are identified: passive cottagers, active cottagers, family cottagers and consumer cottagers. Segments are consequently compared in terms of socio-demographic background, characteristics and use of second homes, and plans for their future use. All categories of second home users except from passive cottagers should be attracted as economically beneficial for local communities. The number of passive and consumer cottagers is expected to increase in fastest pace during the next years.