Web Audience Diversifying.

The web audience in the US is still growing and diversifying with minorities and retirees clicking on in significant numbers, according to The Media Audit, a syndicated survey of both online and traditional media in more than 80 markets.

“What we’re seeing in the latest research are the late arrivals,” says Bob Jordan, co-chairman of the 30-year-old research firm that produces The Media Audit. “Initially the web audience was populated by the young, affluent and well educated. What we’re seeing now is the arrival of the less affluent and less educated. We’re also seeing minority participation rising sharply. Senior citizens and homemakers are also joining the web audience at an impressive rate.”

The research is based on more than 350,000 phone interviews during l998, l999, and 2000. “The research was conducted in the 80+ markets in which we do business,” says Jordan, “and although it is not based on a traditional national sample we’re confident that the numbers do reflect accurately on what is happening on the web nationally.” The Media Audit is accredited by the Media Rating Council.

Although men age 18+ increased by 26 % during the past three years, the group declined by more than 5 % as a percentage of the total web audience. Women increased their presence on the web by 44 % since l998 and now make up more than 48 % of the total web audience.

Forty-four percent of African-American households are now on the web, an increase of 41 % during the past three years. Among Hispanic households, 42 % are now on the web, an increase of 45 %. Asians were quick to embrace the web with over 63 % logging on in l998 and more than 70 % in 2000. That figure, 70 %, exceeds the comparable figure for white households visiting the web, which is just over 58 %.

Almost 25 % of retired households are on the web. That represents an increase of 84 % since l998. Households occupied by those age 50+, both retired and not retired, increased their presence on the web from almost 25 % to more than 37 %, an increase of more than 51 % in three years.

More than 43 % of homemakers are now on the web and that represents a three-year increase of 80 %. Blue collar workers increased from 29 % in l998 to 44 % in 2000, an overall increase of 52 %.

Working women increased their presence by 37 %, moving up from 46 % in l998 to 63 % in 2000. Working mothers recorded very similar increases, moving up from 44 % in l998 to 63 % in 2000, an increase of 43 %. Single parents increased from 35 % to 49 %, an increase of 40 %.

The new arrivals versus late arrivals to the web are most clearly reflected in the age and affluence classifications. The young were among the first to access the web and although their numbers are continuing to increase they are declining as a percent of the overall web audience. The same is true of the affluent.

According to Jordan, the numbers point up the ethnic, economic, education and lifestyle diversification that the web audience is experiencing. “The diversification is exciting,” says Jordan. “No one knew for certain how the market was going to respond to the Internet. Now we’re seeing an incredible democratization of the web audience. Even senior citizens and retirees who may have had no previous familiarity with the personal computer are now on the web. For marketers the new numbers offer exciting possibilities. We’re witnessing the roll out of a direct response, interactive medium that will penetrate every segment of the market.”

Jordan sees the web eventually being in 80 % of the homes in the US. He expects Internet access to follow the same history as television. “Initially, TV was only in affluent homes. But as sets became less expensive the market expanded. The same scenario played out when TV went color,” he says, “and I expect to see a very similar market penetration with the Internet.”

One approaching economic change, the introduction of broadband, “will probably create a two-tier market, at least temporarily,” says Jordan. “We may have an affluent web audience with broadband and a less affluent audience with dial-up. But, I would expect that by the end of this decade technology and competition will give us one, very diverse and very democratic market.

“A PC with web access will eventually be able to provide more entertainment than television currently does and more data and information than the Library of Congress,” says Jordan. “It will be as essential as the telephone is today.”

For more information at http://www.themediaaudit.com.