Reaching online buyers requires a change in thinking

Online consumers cannot be reached using traditional demographic breakdowns for advertising, Brian Smith, research analyst at the Gartner Group, told the Internet & E-Business Expo in New York Tuesday.

Compared to their demographic groups, online buyers read more newspapers and magazines — especially technology, business, news and pop-culture magazines — watch more cable TV news and financial shows, and listen to more news/talk, NPR, and alternative-music-format radio.

"Demographics no longer predict who is buying online," Smith said. Online buyers are characterized by a need for knowledge." They have a strong need to understand, Smith said. "They want to know the details."