Hunters & Browsers
Push vs. Pull
Reach & Frequency
No one agrees about how many people are on the Internet. Conservatively:
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.
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.
1 Project 2000
The Internet Index
The Irresponsible Internet Statistics Generator
American Demographics Magazine
U.S. Census Bureau
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