4.2 What demographic trends / factors need to be considered?


Intelligence Resource (IR)

Praktisk Intelligence (I)/Business Intelligence (BI)/

OmverdensOvervåking (OO)





Intelligence/Business Intelligence/ OmverdensOvervåking 


Internet Marketing Intelligence

Internett Marketing  

Web utviklingsprossen 

CD/Video utviklingsprossen 

Tips& Triks 



Kunnskapskilden –  Internet Marketing Intelligence

Bench on the pier


Internet Marketing Intelligence




Kunnskapskilden – Internet Marketing Intelligence
Internet Situational Analysis of 1to1 Marketing/CRM


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000



Chapter 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions



Chapter 4

Environmental Scan


Chapter 4 Environmental Scan

4.1 General trend

4.2 What demographic trends / factors need to be considered?

4.2.1 Generally

4.2.2 Demographics and Internet

4.3 Economic and Business trends / factors

4.3.1 Generally

4.3.2 Internet and Economic and Business trends / factors

4.3. 4. Transactions

4.3.5 Daily Financial and Economic News Services

4.3.6 General Economic Demographics

4.3.7 Sample Economic Journals Online

4.3.8 Business Trends

4.4 What Political / Legal factors are likely to impact on the market?

4.4.1 Generally

4.4.2 Internet and E-commerce

4.4.3 Internet and Work force

4.4.4 Internet commerce, Legal and ethical issues, security and regulations

4.4.5 The Market Impact of New Media

4.5 Trade and International Issues

4.5.1 Generally

4.5.2 International Trade Newsgroups and Listservs

4.5.3 International Trade Sites

4.5.4 Trade and International Resources

4.6 What social / cultural trends / factors need to be considered?

4.6.1 Generally

4.6.2 Trends for the future

4.6.4 The trends which are undermining One to One Industry’s concept

4.6.5 Other Social trends

4.6.6 Workforce trend

4.7 What technological trends / developments need to be considered?

4.7.1 Generally

4.7.2 21st. Century trends(1)

4.7.3 21ST. Century trends (2)

4.7.4 Future Trends in Telecommunications

4.7.3 The Eight Critical Information TechnologyTrends

4.7.6 Internet and technology change

4.8 What environmental factors? (green environment)

4.8.1 Generally

4.8.2 Internet




What demographic trends/factors need to be considered


Research Project: Internet Situational Analysis of 1to1 Marketing/CRM  from Jan Vig  at Griffith University , Australia  1999/2000


4.2.1 Generally

The first environmental factor of interest to managers and marketers is population. People make up markets. In other words you may have the perfect product but probably without examining the consumers you won’t have a chance.

It is a fact that world population is showing «explosive»growth. It is estimated that the world’s population will reach 6.2 billion by 2000. It may seem that there is a great marketing opportunity in that increase but there are two considerations. The first is the possible flintiness of the physical resources.

The second cause for concern is that population growth is highest in countries and communities that can least afford it.

No matter what the limitations are, more consumers mean more needs. The important fact to understand is that growth does not mean growing markets, profits unless there is sufficient purchasing power.


As a summary managers for this topic have to deal with issues such as

  • Population size
  • birthrate figures
  • household styles
  • geographical shifts in population
  • better educated population
  • product- /service- significant demographics
  • changing ethnic and racial population
  • mass markets and micro markets


The following sites provide databases and statistics pertaining to demographics that influence economics.

The information contained in the sites below is vast, although generally a distinct section on economics is available.


Housing and Household Economic Statisticshttp://www.census.gov/ftp/pub/hhes/www/index.html Labor and Demographic Economics



Social and Economic Information Library



The Office of Social and Economic Data Analysis provides the Social and Economic Information Library. This library furnishes information on the demographic factors impacting various economic indicators.


The Social Statistics Briefing Room




Demographic and Population Servers




Census and Demographic Data



International Information Sources


4.2.2 Demographics and Internet


Demographics information is a critical tool for the marketing profession. Because if we can understand the quantity and types of people that use a communications medium (Internet) we can determine both how to reach our target market (existing and new customers) and how we might want to tailor our message for those individuals.


Demographic trends are equally important. In other words our target audience might not be using the Internet today, but if the trends suggest they will be within 12 months, we should start planning our tactics.


From a marketing perspective, there are two “big picture” aspects to Internet demographics:

  • Demographics of people who use the Internet
  • Demographics of people who use individual Web sides


We want to begin our Internet marketing strategy by understanding the technology demographics, Is our target market using the technology today and/or will they in the future? How can we effectively reach our audience on the Internet? Which web sites will our customer use?


The following links could be used for updating the information:The Internet World information Network http://magic.winnet.net/win/winpromo/windemog.htmAnd http://magic.winnet.net/win/winpromo/wwebstat.htmThe Weidt Group: The Internet http://www.twgi.com/intedm.htm

Network Wizards http://www.nw.com/zone/WWW/report.html

ICorpSURVEY*NET http://www.survey.net/
General Internet resources for Internet Demographics http://dir.yahoo.com/Computers_and_Internet/Internet/Statistics_and_Demographics/ The Internet is now a necessity


AOL and Roper Starch Worldwide conducted a survey of 1000 people in the U.S., who subscribe to online and Internet service from home. 50% said that the Internet is a necessity. The Internet is rapidly penetrating the everyday lives of people.


Many research firms are conducting regular studies of Internet demographics. CyberAtlas

(http://www.cyberatlas.com ) conducts their own research as well as consolidating the research of others on their Web site.


Here are just a few of the latest findings in US:

  • The average Internet user’s age is 32.
  • 64 percent have at least a college degree.
  • 32 percent are female.
  • 87 percent are white.
  • Median household income is around $60,000.
  • Internet users are most likely to be employed in either computer- or education-related industries.  Internet Survey #1 – Current Results Total Respondents: 13757



Demographics of Internet Users (and also some other findings, which also is a part of the 1to1 Marketplace Chapter 5 and drivers for change)


Age Group[ 3621]  26.3% – 26-30[ 2346]  17.1% – 22-25[ 1707]  12.4% – 31-35

[ 1596]  11.6% – 41-50

[ 1360]   9.9% – 19-21

[ 1136]   8.3% – 36-40

[  642]   4.7% – 17-18

[  596]   4.3% – 13-16

[  554]   4.0% – 51-60

[  115]   0.8% – 61-70

[   45]   0.3% – under 12

[   28]   0.2% – 71+



Sex[ 9601]  69.8% – Male[ 4146]  30.1% – Female



Educational Background[ 4872]  35.4% – College[ 4047]  29.4% – College Graduate/Bachelors Degree[ 2378]  17.3% – College Graduate/Masters Degree

[ 1005]   7.3% – Some High School

[  926]   6.7% – High School Graduate

[  494]   3.6% – College Graduate/PhD+

[   25]   0.2% – College Graduate/PhD



Is your business associated with the PC/Computer industry?[ 5217]  37.9% – Computer industry-related



Occupational Status[ 7650]  55.6% – Professional[ 5274]  38.3% – Student[  584]   4.2% – Blue Collar

[  238]   1.7% – Retired



Related Industry/Classification of respondents[ 5496]  40.0% – Education/Student[ 3079]  22.4% – Service[ 1591]  11.6% – Publishing

[  962]   7.0% – Other/Unemployed

[  888]   6.5% – Sales

[  645]   4.7% – Manufacturing

[  632]   4.6% – Government

[  454]   3.3% – Arts/Creative



Primary use of the internet[ 6638]  48.3% – Research[ 3113]  22.6% – Entertainment[ 2068]  15.0% – Communication

[ 1245]   9.0% – Sales/Marketing/PR

[  679]   4.9% – Education



Best feature of the internet[ 5161]  37.5% – Size of the network[ 2617]  19.0% – Quality of information

[ 1675]  12.2% – Multi-cultural/world-wide

[ 1325]   9.6% – Communication speed/performance

[ 1234]   9.0% – Array of features/client applications

[  942]   6.8% – Lack of regulation

[  792]   5.8% – Cost to use



Second-best feature of the internet[ 3746]  27.2% – Size of the network[ 2275]  16.5% – Quality of information

[ 2141]  15.6% – Cost to use

[ 1728]  12.6% – Multi-cultural/world-wide

[ 1412]  10.3% – Array of features/client applications

[ 1367]   9.9% – Communication speed/performance

[ 1075]   7.8% – Lack of regulation



Most-used internet application[ 7914]  57.5% – WWW[ 3737]  27.2% – E-Mail

[  468]   3.4% – Newsgroups

[  330]   2.4% – IRC

[  159]   1.2% – Telnet

[  112]   0.8% – Other

[   65]   0.5% – Ftp

[   27]   0.2% – Gopher



Second most-used internet application[ 7771]  56.5% – E-Mail[ 3674]  26.7% – WWW

[  975]   7.1% – Newsgroups

[  403]   2.9% – IRC

[  356]   2.6% – Ftp

[  223]   1.6% – Other

[  200]   1.5% – Telnet

[  144]   1.0% – Gopher



Respondents use the internet to:[ 5736]  41.7% – Write/setup web pages[ 4277]  31.1% – Have a personal web page

[ 3883]  28.2% – Promote a business

[ 2841]  20.7% – Download/decode erotic imagery

[ 2829]  20.6% – Send/Receive Video

[ 2407]  17.5% – Decode binary images in newsgroups

[ 1789]  13.0% – Develop software/applications

[ 1230]   8.9% – Run a network

[  322]   2.3% – Moderate a newsgroup



Respondent is a:[ 7639]  55.5% – US Citizen[ 2399]  17.4% – Subscriber/other service[ 2279]  16.6% – AOL subscriber

[ 1125]   8.2% – Compuserve subscriber

[ 1083]   7.9% – BBS caller

[  599]   4.4% – Prodigy subscriber

[  446]   3.2% – BBS sysop



Respondent has:[ 8133]  59.1% – Been responsible for others getting on the internet[ 5140]  37.4% – Purchased a product online

[ 4491]  32.6% – Bought a product advertised online

[ 3935]  28.6% – Used a Shareware program/not register

[ 3899]  28.3% – Registered a Shareware program

[ 2450]  17.8% – Seen illegal activity conducted/promoted online

[ 1465]  10.6% – Downloaded a pirated program

[ 1416]  10.3% – Dated somebody you met online

[  818]   5.9% – Tried to hack another system


What else do you like to do on the Internet?


Here we have a lot of different answers, quite diversified. From playing, shopping to research.



We should keep these demographics in mind when developing our Internet strategy. We have to keep our eyes on the latest research, though, since the user population is changing and moving closer to the «average» citizen. NUA – DEMOGRAPHICS

http://www.nua.com Children


Back to School Shoppers Spend More OnlineAug 24 1999: Parents who buy back to school equipment online are spending more than thosewho buy offline, according to the results of a survey by Quicken, a personal finance softwaremanufacturer.


Meeting Generation Y

Jul 19 1999: Teenagers and children constitute one of the fastest growing Internet populations, with 77

million under 18’s expected online globally by 2005.


Cyber Allowance Schemes for Generation Y

Jun 17 1999: In a bid to cash in on the lucrative generation Y market, companies have devised

«cyber allowance» schemes where parents can approve and control what their kids buy online.


Children Ready to Buy Online

Jun 11 1999: 52 percent of children have asked their parents to purchase products that they have

seen while surfing the Web, according to a survey by NFO Interactive.


US Kids to Spend USD1.3 Billion Online

Jun 08 1999: In the US, children and teenagers will spend an estimated USD1.3 billion online by 2002,

according to a report by Jupiter Communications.


Illiteracy A Barrier to Net Access

May 07 1999: The ‘State of the World’s Children 1999’ is a sobering report that highlights how far the

Internet is from becoming a global mass medium, with close to 1 billion people illiterate.


US Parents Unsure of the Value of the Net

May 04 1999: 78 Percent of US parents are concerned about the type of content their children

can access online, according to a study by the Annenberg Public Policy Center.


77 Million Under 18s Online Globally by 2005

Apr 23 1999: An estimated 77 million people under the age of eighteen will have Internet access by

2005, according to a report by Compuer Economics.


Technology Increases Gap in Education

Apr 20 1999: A new report claims that rather than helping disadvantaged children catch up on their

more affluent peers, computers in education can actually widen the education gap.


Over Half of US Adults Online are Parents

Apr 14 1999: There are 28 million parents using the Internet is the US and their surfing habits are

transforming the content choices on entertainment and shopping Web sites.



Software for Toddlers Worth USD13 Million

Mar 25 1999: The sale of software directed at children under the age of four grew by 50 percent

last year and was worth USD13 million at the end of 1998, according to PC Data, a market research



Journalist Jailed for Distributing Online Porn

Mar 09 1999: A US journalist has been found guilty of circulating child pornography online and has been

been sentenced to eighteen months in prison.


UNESCO Targets Online Paedophiles

Jan 19 1999: Delegates have gathered at a UNESCO conference aimed at establishing an

international legal framework to tackle child pornography and pedophilia rings on the Net.


Survey Confirms User Trends

Dec 17 1998: 77 percent of Internet users in the US say that having Internet access has improved their

lives, according to a study conducted by Roper Starch and AOL.


One in Three UK Children Have Used the Net

Dec 15 1998: 2.4 million UK children between the ages of 6 and 16 have used the Internet, according

to a study by NOP Research.


US Passes Controversial Child Protection Law

Oct 08 1998: Commercial Web sites that allow children to access information described as

«harmful to minors» can now be criminally prosecuted under the provisions of the Online Child

Protection Act.


FTC Urges Protection for Childrens Privacy

Sep 24 1998: The Federal Trade Commission in the US has increased the pressure on US Congress to

enact legislation to protect the privacy of children using the Internet.


Parents Not Concerned with Ads aimed at Kids

Sep 14 1998: Despite efforts by media companies nand e-marketers to sell to children online, many of

the revenue models that have been aggressively deployed have not had great success.


One in Three UK Kids Have Gone Online

Aug 11 1998: The NOP Research Group are currently conducting a study on childrens’

experience of the Internet in the UK.


One Third of US Schools Use Filters

Jul 30 1998: In a recent study of primary and secondary level schools in the US, it was found that

just over one third, 39 percent, of schools providing access to the Internet use filtering software. General Demographics


World Wide Web Home to 3.6 Million SitesSep 14 1999: There are now an estimated 3.6 million sites on the Web, of which 2.2 million arepublicly accessible, according to a report by OCLC Research. 

Over 18 Million Online in Japan in April 1999

Sep 10 1999: There are now over 18 million Internet users in Japan, of which women account for 35.6

percent, according to a study by Nikkei NetBusiness.


717 Million Internet Users Globally by 2005

Sep 09 1999: There will be over 717 million Internet users worldwide by the end of 2005, according to

the latest estimates from Computer Industry Almanac.


Web Pages Highly Interconnected

Sep 09 1999: A study conducted at the University of Notre Dame has found that any two pages on the

Web are just 19 clicks away from each other.


Concern Over Y2K Remains Strong

Jun 14 1999: 45 percent of Y2K experts believe that the millennium bug will have significant impact on

the world, while another 10 percent believe its effects will be drastic, according to the Washington

DC Year 2000 Group.


15 Percent of Slovenians Have Used the Net

Jun 01 1999: At the end of 1998 nearly 300,000 people were online in Slovenia representing 15

percent of the population.


Internet Use Continues to Grow In Australia

May 31 1999: The latest figures from the Australian Bureau of Statistics show that over 1.1 million

households were online at the end of 1998.


Fortune 500 List Ranks Technology Firms

Apr 06 1999: Technology firms have cemented their role as the driving force behind big business in the

US, according to this year’s Fortune 500 report in its annual listing of the top US companies.


Online Political Campaigns Work

Feb 04 1999: An online study of political banners and their influence on voters has found that banners

can have a negative effect on political campaigns.


Companies Willing to Pay for Market Research

Oct 20 1998: The recent merger of two Internet ratings companies, Media Matrix and Relevant

Knowledge, highlights the demand in the industry for comprehensive, accurate, and reliable Web

measurement. Seniors


78 Percent of Senior Users Buy OnlineSep 02 1999: A new survey by Greenfield Online has found that 92 percent of US seniors withInternet access have window shopped online, while 78 percent have made an online purchase. 

50 Percent Consider Internet a Necessity

Dec 04 1998: A survey of over one thousand people in the US found that two thirds of Internet users

would rather give up their phone and TV access than Internet access.


Rising Number of Over 50s Online

Oct 22 1998: Over 13 million US adults over the age of 50 have Internet access and this number is

growing rapidly, according to a recent study conducted by SeniorNet and Charles Schwab Inc.


Over 55’s Purchase Online

Aug 20 1998: Internet users over the age of 55 a highly educated, affluent and have a higher

tendency to purchase online than younger surfers.


Seniors Ignored By Web Marketers

Jun 23 1998: Marketers who fail to recognise the growing convergence of seniors online are missing

out on one of the Net’s fastest growing group.


Retirees Revel in Net

Jun 10 1998: Microsoft set up one of its largest corporate exhibits at a recent American

Association of Retired Persons convention, highlighting the computer industry’s growing interest

in the elderly.


Over 65s Find Company on the WWW

Apr 28 1998: A survey by Harris Poll published in February suggests that 8 percent of adults aged 65

and over are online, meaning that this group represents 3 percent of the total adult online



Older Netizens Say WWW Improves Relationships

Mar 26 1998: More results from Activmedia’s latest survey show that senior citizens are one of the

fastest-growing segments of the online population.


Seniors Represent One Third of Netizens

Sep 29 1997: The most comprehensive survey on Internet users aged 50 and over, carried out by

Excite Inc for The Third Age Media Inc, has found that 14 percent of all Netizens are described as

Third Agers.


Older Netizens more likely to purchase Online

Aug 12 1997: A report by the Baruch Collete-Harris Poll (1997) states that 45 percent of Netizens are

over the age of 40, and 19 percent are 50 or over. Usage Patterns


South African Business to Business Takes OffSep 17 1999: Online shoppers in South African will spend 2.7 billion Rand, USD443, inInternet-generated purchases in 1999, while business-to-business e-commerce will reachalmost 4 billion Rand, according to a survey by Acuity Media Africa.


Study Looks at British Net Usage Patterns

Sep 16 1999: One in ten UK users now describe themselves as regular online shoppers, according

to a survey by MORI Research.


Report Profiles Internet Usage in Madrid

Sep 15 1999: In Spain, Catalunya, Madrid, and Valencia are the three regions with the highest rate

of Internet access, with users in Madrid spending the most time online, according to a report by AUI.


Close to 10 Million People Online in Germany

Sep 14 1999: 9.9 million Germans between the ages of 14 of and 59 had Internet access at the end

of July, representing an increase of 25 percent in the preceding six months, according to GfK.


Net Untapped as Philanthropic Medium

Sep 14 1999: 50 million US adults, representing 25 percent of the country’s adult population, give time

or money to social causes, according to a study by the Mellman Group for CMS Interactive.


European Businesses Improve Net Attitude

Sep 13 1999: A new report from Andersen Consulting has found that European companies

have dramatically increased their use of ecommerce in the past twelve months, catching up

on their US counterparts.


South African Ecommerce Worth USD1Billion

Sep 10 1999: Ecommerce in South Africa is expected to generate USD1.1 billion this year,

according to a report by Acuity Media Africa.


Online Health Insurance Proves Key Market

Sep 08 1999: 78 percent of US Internet users that have health insurance are interested in managing

their benefits through their insurance company’s Web site, according to Cyber Dialogue.


Online Trading Up 73 Percent in the UK

Sep 07 1999: There was a 73 percent increase in the number of online trades conducted in the UK in

the second quarter of 1999, according to a survey by the Association of Private Client Investment

Managers and Stockbrokers.


Online Purchasing Up 60 Percent in Australia

Sep 07 1999: In Australia, an estimated 650,000 Internet users made 3 million online purchases

between May 1998 and May 1999, according to a report from the Australian Bureau of Statistics.



Mexican Users Slow to Shop at Domestic Sites

Sep 03 1999: While Mexican consumers are happy to buy goods at foreign Web sites, they are

reluctant to do so at domestic sites because of security concerns.


78 Percent of Senior Users Buy Online

Sep 02 1999: A new survey by Greenfield Online has found that 92 percent of US seniors with

Internet access have window shopped online, while 78 percent have made an online purchase.


Holiday Season Users Likely to Shop not Buy

Sep 02 1999: While 94 percent of online consumers use the Internet to shop, just 10 percent say they

prefer to buy things online, according to a survey by Net Effect Systems.


Report Ranks Top Ten Search Engines

Sep 02 1999: Yahoo is the preferred search engine of most Web users, accounting for 43.5 percent of

all search engine referrals, according to a survey by WebSideStory.


US Holiday Shopping to Hit USD9.5 Billion

Aug 31 1999: US consumers are expected to spend USD9.5 billion online this holiday season,

according to a survey by Harris Interactive.


Summer Drop in Swedish Web Traffic

Aug 31 1999: Sweden experienced a 9 percent drop in the number of people surfing the Web in July,

according to a report by Sifo Interactive.


College Professors Stressed by IT

Aug 31 1999: Keeping up with computer technology is stressful for 67 percent of US professors,

according to a study by the University of California, LA.


UK Ecommerce to Top USD15 Billion by 2000

Aug 30 1999: Ecommerce in the UK is expected to generate over USD15 billion by the end of next

year, up from almost USD4.8 billion this year, according to NOP Research.


Internet Use Soars in Hong Kong

Aug 26 1999: Use of the Internet in Hong Kong has exploded in the last year according to a new survey

by Taylor Nelson Sofres.


11 Million People Addicted to the Web?

Aug 25 1999: A study claiming to be the largest ever study of Internet users purports that 6 percent

of all Internet users, 11 million people, are addicted to the Web.


18 percent of UK Netizens Online at Home

Aug 23 1999: A new study from Datamonitor finds that while 50 percent of people have access to a

PC in the south eastern regions of the UK, less than 35 percent have access in Lancashire, the

Midlands and Northern Ireland.


Half of Korean Net Users Have Bought Online

Aug 23 1999: A new survey by the Korea Information Culture Center (KICC) found that 87

percent of Koreans have visited an online shopping mall at least once and of those, 51.2 percent have

bought something online.


Use of the Net in Croatia on the Increase

Aug 20 1999: A new study on Croatia shows that awareness of the Internet is very low with almost 25 percent having never heard of it.


Survey Looks At Net Gambling in the UK

Aug 12 1999: Internet gambling is set to take off in the UK with women and children leading the betting

online public, according to a new report by MORI Research.


Young Consumers Have Internalised the Net

Aug 11 1999: A new report from Forrester Research examines the consumption patterns and spending

power of young adults in the US and their implications for the future.


545 Million User Accounts Globally by 2003

Aug 11 1999: A new report from Datamonitor predicts that there will be almost 545 million

Internet user accounts around the world by 2003, surpassing the number of PCs installed globally.


Net Remains Privilege of Argentinean Elite

Aug 11 1999: While the number of people accessing the Web in Argentina is growing rapidly,

the vast majority of the user population remain in the top socio-economic group, according to a

survey by Prince and Cooke.


24 Million Households to Bank Online by 2004

Aug 10 1999: A new report from Dataquest estimates that 24.2 million US households will bank

online by 2004, up from 7 million in 1998.


Netscape Falling Far Behind in Browser Wars

Aug 10 1999: Microsoft has pulled far ahead of Netscape in the browser wars, with Netscape now

holding just 24.7 percent of the market, according to a report by WebSideStory.


Report Profiles Usage Patterns in Middle East

Aug 09 1999: In the Middle East, there has been a dramatic increase in the number of people

accessing the Internet from home, according to a report from DIT.


Australian Net Industry Under Scrutiny

Aug 06 1999: The issues facing the Australian Internet industry and its future growth potential were

under discussion at the recent Internet World Australia ’99.


Second Quarter Slump in Online Shopping

Aug 03 1999: While the number of US consumers shopping and buying online dropped by three

percent between March and May 1999, the overall ecommerce picture remains healthy, according to a

report from Greenfield Online.


UK ISP Market Reaching Saturation Point

Jul 28 1999: A new report from Durlacher Research predicts that there may be as many as 200 free

ISPs operating in the UK by the end of the year.


Brazil Driving Latin American Ecommerce

Jul 27 1999: Brazil will account for 88 percent of online sales in Latin America this year, with 45

percent of the region’s online audience, according to a report from the Boston Consulting Group



UK ISP Audience Proves Difficult to Categorise

Jul 26 1999: A new report from Fletcher Research has found that many UK users have more than one

ISP account, making it difficult to quantify the paying and non-paying Internet user audience.


Working Poor Left Behind in Internet Stakes

Jul 23 1999: While 78 percent of the US workforce classed as ‘non-poor’ have Internet access, just 46

percent of the ‘working poor’ and unemployed are online, according to a Rutgers University study.


Business Journalists Wired Worldwide

Jul 21 1999: The vast majority of business journalists around the world have Internet access

and email, according to a survey by the Global Financial Communications Network (GFCNet).


Financial Sites Must Drive Value Services

Jul 21 1999: Financial institutions need to provide quality value services if they are to develop a loyal

audience online, according to a survey by Cyber Dialogue and Booz-Allen & Hamilton.


Savvy Business Users Rely on the Net

Jul 21 1999: The Internet is an important resource for business professionals, particularly in regard to

meetings and travel related work, according to a survey by MCI WorldCom.


Europe’s Businesses Increasingly Wired Jul 20 1999: A new report from Datamonitor

predicts that 65 percent of all European businesses, representing 5.4 million individual

businesses, will have Internet access by 2004. Woman


Number of Women Holiday Shoppers to SurgeAug 27 1999: A new survey by Harris Interactive, an Internet market research and polling company, hasfound that the number of women who will shop online this Christmas season is six times biggerthan last year. 

Survey Looks At Net Gambling in the UK

Aug 12 1999: Internet gambling is set to take off in the UK with women and children leading the betting

online public, according to a new report by MORI Research.


92 Million Adults Online in North America

Jun 18 1999: The latest estimate from CommerceNet/Nielsen Media Research sets the

number of adults online in North America at 92 million, with women accounting for 46 percent of



64.2 Million US Adults Regular Internet Users

May 14 1999: Mediamark Research Inc have released data which suggests that there are 64.2

million adults going online in the US every month.


Report Looks at Changing Face of the Net

Mar 22 1999: A recent report from Media Metrix took a comparative look at the Internet in January

1996 and January 1999.


Over 3.3 Million Swedes Online

Mar 15 1999: In Sweden, 3.326 million people between the ages of 12 and 79 accessed the Web

in February 1999, according to Sifo Interactive.


Saudi Arabia Opens Up Internet Access

Feb 03 1999: Saudi Arabia has licensed 37 companies to provide Internet access, seven are

already in operation and 85,000 subscribers are expected online by the end of the year.


Number of Japanese Women Online Surges

Jan 13 1999: In Japan, women account for 38.8 percent of new Internet users, according to a survey

conducted by Nikkei Multimedia.


Women Take to Online Shopping

Dec 08 1998: 21 percent of US women with Internet access plan to shop online this holiday season,

according to a survey conducted by Bruskin & Goldring for Clinique.


26 percent of Canadian Adults Online

Dec 03 1998: Over 6.3 million Canadians access the Internet on a weekly basis, according to

research by ComQUEST.


Girls Less Confident in the Technology Stakes

Oct 15 1998: Educational software geared towards boys and stereotypical gender roles in computer

games make schoolgirls less interested in computer technology, a study by the American

Association of University Women (AAUW) has found.


Online Purchasing Doubles

Oct 12 1998: Almost a quarter of consumers who connected to the Internet in the first six months of

1998 made an online purchase, according to a study by Nielsen Media Research.


2.6 Million Italians Online

Sep 23 1998: In May 1998, the number of Italians with Internet access exceeded 2.6 million, up from

1.5 million in May 1997, according to Osservatorio Internet Italia.


Females to Comprise 44 Percent of Netizens

Aug 28 1998: In 1996, approximately 14 million females were online out of a total of 37 million

online users and the majority of women were consumer online service subscribers.


The Arab Virtual World – Men Only

Jun 19 1998: Only 4 percent of Middle Eastern Net users are women, according to a survey by DIT



Women Users Make Up Half of AOL

Jun 11 1998: Women now make up over half of AOL’s subscribers, representing 52 percent of the

subscriber base which is growing at a rate of 1 million per month.


Geocities Partner with Women.com

Jun 11 1998: Women.com is to provide content for the new section for women on Geocities’ website,

Women’s Avenue Channel.


WWW Demographic Shift in US

May 01 1998: A study conducted by Lou Harris and Baruch College purports that the percentage of

whites, blacks and hispanics who are online is directly proportionate to the whole population of the



Men Access More Pages Than Women

Apr 29 1998: A report by Internet Profiles Corp and Media Metrix reveals that in 1997 the average

website grew by 130 percent and now receives up to 250,000 visits per day.


The 1st International AltaVista Asiawide User Survey

Apr 29 1998: In an introductory note to their study of the Asian Internet experience, AltaVista note that

while the US is in the third phase of Internet growth and Australia is on it’s second wave that most of

Asia is still on it’s first wave of Internet development. The CommerceNet/Nielsen Internet Demographic Survey


Internet Statisticshttp://www.commerce.net/research/stats/stats.html

  • The number of Internet users over the age of 16 in the U.S. and Canada has reached 92 million up from 79 million just 9 months ago.
  • The number of women purchasing online increased 80% from the last survey.
  • 13% of all online buyers made their first purchase in the preceding month.
  • The number 1 category of items shopped for online was cars and car pats, with 18.2 million shoppers


I have chosen to integrate most of the trends concerning Internet and the user in the Marketing Analysis.



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Jan Vig
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Mobile : +47 414 43 727
e-mail: ja-vig@online.no
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