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Well To-Do Web Surfers Spend More Time Online Than More Affluent Nielsen//NetRatings Launches New PRIZM Internet Service NEW YORK – September 21, 2000 – Nielsen//NetRatings, the leading Internet audience measurement service from Nielsen Media Research, ACNielsen eRatings.com and NetRatings, Inc. (Nasdaq: NTRT), reported that its new PRIZM Internet Targeting service found that those with lower incomes, education, and blue-collar professions spend, on average, more time online at home than those with higher incomes, education and white-collar jobs. Bridging the offline and online world, the new Nielsen//NetRatings PRIZM information provides marketers and advertisers with the only source for Web target marketing and market segmentation on the Internet based on PRIZM profiles. The Nielsen//NetRatings
PRIZM reports allow marketers to target specific lifestyle segments
of Web users, as defined by the industry standard segmentation system
from Claritas, the premier provider of intelligent marketing information
and target marketing services. By classifying all US households into
one of 62 unique neighborhood types or “clusters,” PRIZM makes
it easy to identify, locate and target customers and prospects and realize
better results from advertising efforts. Marketers and advertisers can
use this information to make strategic decisions on how best to target
certain market segments online, enabling marketers to evaluate lifestyle
profiles by Web sites, pinpoint sites that a specific target audience
visits, and make targeted media buys based on consumer lifestyles. According to the newly released Nielsen//NetRatings PRIZM Internet service, the top five PRIZM clusters spending the most amount of time online, between 11-12 hours in June 2000, were those with a lower income and education, and were employed in mainly a blue-collar profession. In comparison, the average time spent online across all demographics was nine hours during the same time period. This group’s income ranged from $21,000-33,000, and has a grade school and/or high school education. Many work in the blue collar, service and/or farming fields (see Table 1). “Those with less income, education and hourly wages tend to spend more time surfing the Web at home,” said Peggy O’Neill, group manager and senior analyst, NetRatings. “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. So it's likely that most of their Web surfing has to be done at home." Table
1
Source: Nielsen//NetRatings & Claritas, Inc., June 2000 * PRIZM
Clusters are lifestyle profiles, e.g., Norma Rae-Ville. Table 2 lists the top sites with the highest proportion of the above five mentioned PRIZM clusters. The information shows that those who spend the most amount of time online not only earn less, are less educated and work in blue collar jobs, but are more likely to frequent entertainment sites. In comparison, those who are affluent, have college degrees and office jobs visit finance sites. Three of the top five sites in August were entertainment sites, including Emazing.com, Wotch.com and SendingFun.com (see Table 2). The top two sites were ICQ.com, a chat site, and WalMart.com, WalMart’s shopping site. Table
2
Source: Nielsen//NetRatings and Claritas, Inc., August 2000 ** This is a list of sites with the highest concentration of the following five PRIZM clusters: Norma Rae-Ville, Back Country Folks, Latino America, Blue Highways, Mines & Mills. The Nielsen//NetRatings PRIZM 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 (see Table 3). Three of the top five sites this group visited were finance-related, including Schwab.com, TheStreet.com and CNBC.com (see Table 4). The other two sites were Boston.com, the Boston Globe’s site, and MajorLeagueBaseball.com, the official baseball site. Table
3
Source: Nielsen//NetRatings & Claritas, Inc., June 2000 * PRIZM
Clusters are lifestyle profiles, e.g., Norma Rae-Ville. Table
4
Source: Nielsen//NetRatings and Claritas, Inc., August 2000 ** This is a list of sites with the highest concentration of the following five PRIZM clusters: Country Squires; Blue Blood Estates; God’s Country; Greenbelt Families and Pools & Patios.
About
Claritas, Inc. About
Nielsen//NetRatings Nielsen//NetRatings services use unique technology capable of measuring both Internet use and advertising to provide the most timely, accurate and comprehensive Internet usage data and advertising information in the global marketplace. Nielsen//NetRatings services leverage proprietary data-collection technology from NetRatings, Nielsen Media Research's 50 years of expertise in research and audience measurement, and ACNielsen’s international leadership in supplying market research information covering more than 100 countries. Editor’s Note: Please source all data to Nielsen//NetRatings and Claritas, Inc. # # # |