 Who is on the Web
  Netizens
In deciding if the Net is right for your company, you need to know who you will be targeting and communicating with.
Age
The median Internet age is 30.
Estimates from: SRI/VALS2
Education
64% of internet users have at least college degrees. While 93% have some college education.
Estimates from: Nielson, SRI/VALS2
Income
25% of internet users have an annual household income of $80,000-plus, while 50% hold professional or managerial jobs. The average user household income is $62,000.
Estimates from: Nielsen, FIND/SVP
Children
1.1 million children under 18 use the Internet from home or school. The percentage of internet usage from schools has recently dropped from 51% to about 25%. But this doesn't mean that fewer children and college students are online. On the contrary, there are more today than ever before. But as more and more households and businesses go online and get connected, the percentage of access from schools decreases.
Put simply, this means that there are much more adult consumers online than there are children.
Estimate from: FIND/SVP
Gender
Women using the Internet jumped from 30% in 1995 to 40% in 1997. Males tend to use the Internet with greater intensity than females, accounting for approximately 77% of total traffic. However, A study in San Francisco showed that 47% of Bay Area online users are female.
Estimate from: Find/SVP, GVU4, Nielson, SFSU
Psychographics
70% of the total Internet population is made up of Actualizers and Experiencers. These groups tend to lead social change and gravitate toward parts of society associated with innovation -- universities, trendy city neighborhoods, fashionable occupations, etc. This suggests that Internet users are prime candidates for wired buildings or communities.
New shoppers at a merchant site spend an average of $127 per purchase. Repeat customers spend an average of $251.
Estimate from: SRI/VALS2, Binary Compass Enterprises
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