Behavior Trumps Demographics Online:Connected Consumers Span Ages, Geography
In June 2008, Razorfsh surveyed 1,006 U.S. consumers (56% emale,44% male) in our age groups to understand their digital desires,rustrations and consumption habits.The respondents were evenly split geographically between 10 U.S. metrosand broader geographic representation (49% and 51%, respectively).To avoid duplicating the general work o Pew, Forrester and otherresearch frms, our goal was to survey what we call “connectedconsumers.” These are the people our clients are most interested inunderstanding and reaching. Key characteristics include:
Amazon gits, etc.)
Classmates, Wikipedia, etc.)
photos, videos, music or newsBased on previous Razorfsh consumer research, we have ound thatthese connected consumers roughly mirror the U.S. population withbroadband access. According to the Pew Internet & American LieProject, on the whole, about 55% o all Americans today have a high-speed Internet connection, up rom 47% in 2007. This translates toroughly 165 million people, based on a July 2007 population estimaterom the CIA’s The World Factbook (Total Population: 301,139,947,July 2007 est.)
Web 2.0 Goes Mainstream: Adoption Accelerates,Users Aggregate Around Niche Interests
Building upon our fndings rom last year, we ound that consumersare continuing to customize their digital experiences around theirown personal, niche interests. According to our survey, 64% oconnected consumers have customized the home page o theirchoice with content eeds, scheduled updates or other eatures.
their online experiences.Google is the avorite o these consumers, with 37% choosing eitherGoogle.com or iGoogle as their home page.
/* More surprisingly, 91% o theseconsumers use one o the ve majorInternet portals—Google, Yahoo!,MSN, AOL and Ask.com—to starttheir online experiences. */