roundtable: Cybercitizen Key Findings

roundtable: Cybercitizen Key Findings

Cybercitizen Key Findings

Philip Bogdonoff (pbogdonoff@igc.apc.org)
Tue, 19 Sep 1995 15:42:44 -0700 

Date: Tue, 19 Sep 1995 15:42:44 -0700
From: Philip Bogdonoff <pbogdonoff@igc.apc.org>
Message-Id: <199509192242.PAA23728@cdp.igc.apc.org>
To: "Moderator of conference list.roundtable" <roundtable@cni.org>
Subject: Cybercitizen Key Findings


Posted by:
Philip Bogdonoff
<pbogdonoff@igc.apc.org>


/* Written  9:02 AM  Sep 18, 1995 by judic@MANYMEDIA.COM */
/* ---------- "Cybercitizen Key Findings" ---------- */

These are the "Key Findings" of a study done by Yankelovich.
Thought you'd find them interesting, especially in light of
O'Reilly's findings...

fyi, the whole summary is at:
  http://www.yankelovich.com/cyber/OVERVIEW.HTM
(The whole report will cost you $5k.)

  judi

---------------------------------------------------------------------
"Cybercitizen"
A Profile of Online Users
---------------------------------------------------------------------
Key Findings

Some extracts of Key Findings from Cybercitizen are detailed below:

Penetration

   * Between the end of the third quarter of 1994 and the end of the first
     quarter of 1995, the penetration of online usage of all commercial and
     non-commercial services doubled to its current level of 14% of all
     American adults.

Usage

   * On average, cybercitizens are online a little over 30 minutes a day.
   * The online audience is transacting.
        o Within the past year, 22% of all cybercitizens report having made
          some kind of online purchase.
        o Online users are very open to future online purchasing across a
          broad array of product and service categories.
   * Newer users log online more than more experienced users, 17 hours per
     month compared to just over 15 hours per month.

Demographics

   * There is no type of demographic group not found in cyberspace. While
     certain kinds of people are more likely to be found, every sort of
     person is represented to some degree in cyberspace. There is nothing
     inherently disenfranchising about cyberspace for people with any one
     or another sort of demographic characteristic.
   * Cybercitizens tend to reside in households with multiple online users.
     Online usage is thus concentrated within households. Once online usage
     has penetrated a household, there is a multiplier effect enveloping
     more users into cyberspace.

Key Differences

   * Cybercitizens differ disproportionately from adults in general in the
     following ways:
        o More likely to be men -- 57% versus 48% for adults in general.
        o Younger -- 38% under 30 versus 26% for adults in general; average
          age of 35 versus 43 for adults in general.
        o Better educated -- 33% with a college degree versus 19% adults in
          general; 57% with some college versus 43% for adults in general.
        o Single -- 39% versus 25% adults in general.
        o Different television viewing habit by channel.
   * There are some notable differences between online users who jumped
     online since the end of the third quarter 1994 and those online
     previously, including:
        o Media consumption -- differs by certain specific News, Movie,
          Entertainment and Music channels.
        o Much less skewed toward men. Women entered cyberspace at
          disproportionate rate, taking the percentage of men down from 63%
          to its current level of 57%.
        o Younger. People under 30 entered cyberspace at a disproportionate
          rate, taking the percentage between 30-49 down from 54% to 46%.

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