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October 2, 2002 Demographic Profile: Young Affluents Onlineby Andrew Peach, Vipul Patel with Jon Gibs, Roger McLeary |
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Executive Summary
Jupiter's Online Behavior & Demographics reports provide data and analysis on key audience segments of the online population, with relevant data drawn from a variety of sources: Jupiter forecasts, Media Metrix data, and Jupiter Consumer Surveys. This report analyzes the attributes and online behavior of younger adult users, ages 24 to 35, with a specific emphasis on those with household incomes in excess of $75,000, which Jupiter calls young affluents. In particular, Jupiter examines which sites this segment visits, what activities are most popular with them, and how much money they spend online. Understanding this segment is critical because of its immense purchasing power, both currently and over its full consumer life cycle.
Key Questions
- How large is the younger adult population today and what will it grow to in 2006?
- How much are younger adults spending online today and how much will they spend in 2006?
- Which activities are disproportionately popular among young affluents?
- Which web sites attract the greatest concentration of young affluents?
This is an excerpt
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