Part I:

4 Ps
Consumer Decisions
Marketing Mix
Relationship Marketing
Hunters & Browsers
Push vs. Pull
Reach & Frequency

arrowPart II:
Should your
be Online?

Customers Online?
Competitors Online?

Part III:
to Avoid

Legal Blunders
Distribution and Pricing
Graphics and Design
10 Blunders to Avoid

Part IV:
How to
Do It

Bare Bones Marketing
Getting Noticed
Call to Action
Repeat Traffic

Are your Customers Online?

No one agrees about how many people are on the Internet. Conservatively:

    40.6 million U.S. residents age 18 and over have used the Internet in the past year

    27.7 million of them currently use at least one application besides e-mail

    49% of these Internet users use it daily

    3.6 million million use only e-mail and/or the non-Internet based features of an online service

    9.3 million have tried the Internet but do not use it now.

The typical Internet user is getting older (average 38.2 years, up from 30-34 last year), male (58%), affluent(74% claim above $40K/year per household),professional/managerial (63%), College Graduates (74%), and Married (with Children) (76%/44%)

21% of Internet users say they have bought something online, 10% say it is very likely that they will and 32% fall into the somewhat likely category.

What does this mean for your business?

We see technology as the main barrier to current Internet use. A little more than three years ago you had to be a Unix geek to access the Internet. Now, anyone with basic computer knowledge can get online. If and when the Internet distances itself from computers it will go mainstream.

Furthermore, young people are being exposed to computers and the Internet in schools and are comfortable with both the new media and the technology. As these two lines converge -- simpler technology and savvier users -- the Internet could become as pervasive as telephones and televisions.

Although your customers may not be online today, they will be tomorrow, or next year. The pioneer businesses who get online now will have the jump on those who try to play catch-up when loyalties and buying habits are already entrenched.

Places to learn more about Internet and consumer demographics:

    This online marketing magazine has an easy to grasp section on Internet and consumer demographics.

    This Irish site has a section of simple graphs for busy managersfeatures a daily compilation of articles and surveys about the internet.

    CyberAtlas is a compilation of statistics about the Internet, frequently updated, simply presented and focused on marketing. It features tables that compare competing statistics.

    1 Project 2000
    Project 2000 is hosted by two marketing professors at Vanderbilt University. Although technical and somewhat dry, the information is reliable and timely.

    The Internet Index
    Modeled after the Harpers' Index, this is a random and fun collection of facts about the Internet.

    The Irresponsible Internet Statistics Generator
    Type in a date and this web site will return a projection of the number of Internet users world-wide. It's based on the premise that the number of Internet users doubles each year.

    American Demographics Magazine
    Online magazine not specifically Internet based but contains lots of thought provoking information.

    U.S. Census Bureau
    The official statistics. For a sample of what's available, look at computer usage patterns and then turn to the 20th Congressional district's population statistics.

arrowNext Section: Are your competitors online?

Susan Ives
Square 1 Internet
(210) 694-4582
FAX (210) 694-IVES
Bill McGaw
iWay Solutions
phone: (210) 696-9800
FAX: (210 696-4900