audience demographics
Internet growth has been phenomenal over the past few years. With
early 1997 estimates placing U.S. adult users at around 45 million, a
76% increase since July 1996 is realized.
A recent article (April 1997) by Interactive Daily to over 14,000
respondents suggests that viewers exposed to ad banners remember what
they see, and that brand awareness can be increased by 5% through
Internet banners.
On the Internet,
- 41% are women (BusinessWeek, May 1997)
- 62% use the Internet on a weekly basis
- 54% have completed a college or advanced degree (Business Week)
- 76% are married
- 42% earn more than $50,000 annually, with an average income of $61,000 (Business Week)
- 13% of women on the Internet are homemakers (FIND/SVP, April 1997)
- 62% of Internet traffic is entertainment and hobby related (Business Week)
- 63% already purchase on the Internet or consider themselves "somewhat
likely" to do so.
- 45% are over the age of forty
Internet age groups are: (Business Week Poll):
| 18-24 | 18% |
| 25-29 | 14% |
| 30-39 | 23% |
| 40-49 | 26% |
| 50-64 | 14% |
| 65+ | 5% |
Another survey by NetSmart III (September 1997) showed that new
products are the primary reason women click on ad banners (74%) and
view new web sites (79%).