Whilst earlier investigations associated internet use with people who were young, male and relatively wealthy, the new study shows a broader class of users. Although incomes still tend to be slightly higher than average, a wider spectrum of the population appear to be taking advantage of internet technology.
The COO of InsightExpress Lee Smith said:
"The most common criticism of the internet as a marketing vehicle is that it does not reach the average consumer… Our profile of the on-line consumer should silence that notion as it demonstrates the on-line consumer is now very similar to the average American."
The most striking aspect of the changing internet population is the rising number of women using the internet. They had previously accounted for only 38% of on-line users, but that figure is now set at 51% indicating the rapid spread of internet use.