INMA_A01.QXD

market. Since these factors will vary throughout each country there will also be regional

differences. Access is usually much higher in capital cities.

From Activity 2.5 it can be seen that the stereotype of the typical Internet user as

male, around 30 years of age and with high disposable income no longer holds true.

Many females and more senior ‘silver surfers’ are also active.

To fully understand online customer access we also need to consider the user’s access

location, access device and ‘webographics’, all of which are significant for segmentation

and constraints on site design. ‘Webographics’ is a term coined by Grossnickle and Raskin

(2001). According to these authors webographics includes:

CUSTOMERS

Activity 2.5 Adoption of the Internet and other new media according
to demographic characteristics

Purpose

To highlight variation in Internet access according to individual consumer characteristics. See

http://www.mori.com/technology/techtracker.shtmlfor up-to-date data on demographics in the UK.

Activity

1 Refer to Figure 2.19 opposite, which is typical for most countries with Internet use at more

than 50% of the population. What differences are there in the demographics compared to

those for the national population?

2 Now refer to Figure 2.20. Summarise the variation in different access platforms for digital

media across different social groups. Attempt to explain this variation and suggest its

implications for marketers.



visit the

w.w.w.

Figure 2.20Summary of variation in access to the digital media according to social

group

Source: (September 2005) MORI Technology Tracker. See http://www.mori.com/technology/techtracker.shtmlfor details

Percentage

100

90

80

70

60

50

40

30

20

10

0

78%

86%

62%

72%

87%

61%

55%

85%

65%

32%

72%

52%

AB C1 C2 DE

Key

use Internet anywhere use a mobile phone use digital TV

Base: All GB public aged 15+ (3,952)