dolution

Adoption of the Internet and other new media according to demographic characteristics

Purpose

To highlight variation in Internet access according to individual consumer characteristics. See www.mori.com/technology/techtracker.shtml for up-to-date data on demographics in the UK.

Activity

1 Refer to Figure 2.19 opposite, which is typical for most countries with Internet use at more than 50% of the population. What differences are there in the demographics compared to those for the national population?

2 Now refer to Figure 2.20. Summarise the variation in different access platforms for digital media across different social groups. Attempt to explain this variation and suggest its implications for marketers.