January 19, 2001, 12:00 AM

Who's spending the most time online?

Don Davis

Editor in Chief

Here's a new challenge for retailers trying to attract shoppers who will buy a lot online: The heaviest users of the Internet tend to be lower income, less educated blue collar workers. Those with a lower income and education, and employed in mainly a blue-collar profession spent 11-12 hours online in June, according to Nielsen//NetRatings, an Internet audience measurement service from Nielsen Media Research, ACNielsen eRatings.com and NetRatings, Inc. In comparison, the average time spent online across all demographics was 9 hours during the same time period. The high-user group's income ranged from $21,000-33,000, and has a grade school and/or high school education. Many work in blue collar, service and farming. "Our data show that this group comprises mostly blue-collar workers, who may not have as great an opportunity to use the Internet during the day at work compared to office workers," says Peggy O'Neill, group manager and senior analyst, NetRatings. "So it's likely that most of their Web surfing has to be done at home." The Nielsen//NetRatings PRIZM measuring service data indicates that those who spent the least amount of time online in June, about 7.5 hours, were affluent with an income range of $53,000-$136,000, worked in white-collar professions, and attended college.


Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...


Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...