Average Surfer Turns into Average American – Report

18 July 2001

The average American internet surfer is now remarkably similar to the average American, according to a new study by InsightExpress.

Only five years ago, web users tended to be young, wealthy and male. Now, however, though surfers remain on the wealthy side with a slightly higher-than-average household income, the internet has been taken up by almost all segments of the US population, making the medium more valuable as a platform for research and marketing.

“The most common criticism of the Internet as a marketing vehicle is that it does not reach the average consumer,” commented Lee Smith, chief operating officer of InsightExpress.

“Our profile of the online consumer should silence that notion as it demonstrates the online consumer is now very similar to the average American. Never before has such a basic demographic shift produced such an enormous opportunity for so many companies in so many consumer markets.”

News source: Daily Research News Online