Whilst earlier investigations associated internet use with
people who were young, male and relatively wealthy, the new study
shows a broader class of users. Although incomes still tend to be
slightly higher than average, a wider spectrum of the population
appear to be taking advantage of internet technology.
The COO of InsightExpress Lee Smith said:
"The most common criticism of the internet
as a marketing vehicle is that it does not reach the average
consumer… Our profile of the on-line consumer should silence that
notion as it demonstrates the on-line consumer is now very similar
to the average American."
The most striking aspect of the changing internet population is
the rising number of women using the internet. They had previously
accounted for only 38% of on-line users, but that figure is now set
at 51% indicating the rapid spread of internet use.
