March 29, 2004, 12:00 AM

New study points out the web’s crucial role to 18- to 34-year-olds

While 18- to 34-year-olds comprise 24% of the total U.S. population, they account for 38% of the total time spent online and 40% of the total pages viewed, comScore reports.

Kurt Peters

Executive Editor

 

Retailers who want to reach 18- to 34-year-old consumers need to be online, says new research from comScore Networks Inc. and the Online Publishers Association. While 18- to 34-year-olds comprise 24% of the total U.S. population, they account for 38% of the total time spent online and 40% of the total pages viewed, comScore reports. 72% of 18- to 34-year-old consumers are online--the highest percentage of any age group.

For online retailers, the female side of the age group is particularly important. Ten of the 15 categories with the highest proportion of females 18 to 34 years old are retail categories. With the exception of consumer electronics and tickets, men in that age group are more likely to be at sports and gaming sites.

Retail categories with the highest percentage of women 18 to 34 and their reach in that age group are: Fragrances/Cosmetics, 10.6% Jewelry & Luxury Goods, 8.6% Toys, 13.4% Apparel, 35.3% Food, 9.9% Flowers/Gifts/Greetings, 25.3% Department Stores, 27.8% Home Furnishings, 15.2% Tickets, 18.5% Movies, 13%

"Because this group represents the first generation to have grown up with the Internet, their behavior patterns are a harbinger of future media consumption of the population at large," says Michael Zimbalist, executive director of the Online Publishers Association.

 

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