Retailers shift their ad spending from TV, radio and print ads to digital ads.
Women now account for 37.1 million of all U.S. adult Internet users, representing 49% of the total active online population, according to eMarketer's eDemographics & Usage Patterns Report released today. The report also states that by 2003, the number of American women online will increase to 78.8 million, accounting for 51%, as men online will grow to 75 million representing 49% of total active adults. This ratio will mirror that of women in the overall population--outnumbering men both online and offline. Among minority groups, Asian households outpace all other race/ethnic groups in the percentage of households online. According to the report, 54% of Asian households are actively online compared to 39% of white households, 33% of Hispanic households and 30% of black households. Newly established online services and communities are partly responsible for the rise in Internet usage by senior citizens. Seniors (age 55 and older) currently have the highest projected growth rate amongst all age groups. By 2003, eMarketer estimates there will be 17.3 seniors online representing 11% of the total online population. Another interesting finding of the report is that Net users are scaling down consumption of other media in favor of the Internet. The eDemographics Report offers a complete analysis of the American online population, aggregating research data from a variety of sources, including Strategies, Jupiter Communications, CommerceNet, Nielsen, Media Metrix, Intelliquest, Cyber Dialogue, IDC and the US Census Bureau. The report contains 214 pages with 343 charts and graphs.