Working With the Net Virtual Pet Research

Mogelonsky, Marcia, Working with the net.., Vol. 18, American Demographics, 04-01-1996, pp 8.

WORKING WITH THE NET


Everyone knows that Internet users are not typical Americans. They are
younger, better-educated, and have higher-than-average incomes. It follows
that they also have strong likes and dislikes when they spend money.


People who go online spend 91 percent more than their nonwired counterparts
in office supply stores and 78 percent more in electronic stores, according
to A.C. Nielsen. They also spend significantly more at book stores and
through mail-order catalogs. Posting billboards on the information highway
may be a way for businesses in these categories to compete for the attention
of an important group of customers.


Online Americans spend considerably more than those without online access in
many retail outlets, including department, home improvement, and music
stores. Perhaps because of their high incomes, online users spend slightly
less than their household share would indicate in discount, drug, and
convenience stores.


Although they spend average amounts in grocery stores, online users can also
buy food on one of the many new virtual supermarket options finding their
way onto the Net. Households with access to the Internet spent an average of
$2,073 in grocery stores between August 1994 and August 1995, according to
Nielsen, just 4 percent more than those without access. But online users
spent 18 percent more than those without access on baby food, 37 percent
more on diapers, and 33 percent more on other baby needs.


As young heads of households, many Webheads are undoubtedly surfing the Net
for child-rearing resources such as the Children's Medical
Center--University of Virginia home page (http://galen.med.virginia.edu).
This service offers e-mail consultations about a host of childhood ailments.
Or they may plan Junior's menu with the help of new food information
available on the Gerber baby-food home page (http://www.gerber.com).


Young families are also why online service users also spend at least 15
percent more than their nonwired counterparts on breakfast foods,
condiments, and pasta. They spend about 10 percent more on cereal, gum,
snacks, and soup. They spend about the same as their less technologically
sophisticated counterparts on pet food, but 17 percent more in specialty pet
stores on discretionary items, such as pet toys and accessories. They may
also be logging time at http://fido.dogz.com, a Web site that allows them to
"adopt" a virtual dog with no feeding, no scooping, no fuss. Perhaps they
play with the pet toys themselves.


Considering the hype that has surrounded the opening of "Internet Cafes" in
major cities around the country, it is surprising that online users spend 10
percent less than offline consumers on coffee. On the other hand, young men
are not the biggest coffee drinkers around, and those who are may satisfy
their caffeine urges away from home while chatting with real or virtual
friends at an Internet cafe. Many people who populate the Net prefer cooler
beverages such as juice (on which they spend 18 percent more than nonwired
people), soft drinks (13 percent more), and bottled water (15 percent more).
Given their educational attainment, it is not so surprising that they spend
20 percent less than those without Internet access on tobacco.


It's clear that Internet users like to communicate and learn. It's still too
soon for most businesses to confirm that a presence on the Net adds to the
bottom line, but marketers may find it ultimately profitable to establish
home pages. Old dogs wary of making the jump to a new medium don't have to
learn all new tricks, either. Businesses are already posting discount
coupons on the Net.


Webheads Buy Letterhead


Americans with online access at home are great customers for office-supply
stores.


(percent by which primary computer users with online access outspent those
without access in selected retail outlets, 1994-95)


Office-supply stores                                         91%
Electronic stores                                             78
Bookstores                                                    39
Mail-order catalogs                                           36
Department stores                                             29
Music/CD stores                                               25

Copyright 1996 by American Demographics, Inc.  

---

Return to Virtual Pet Home Page

---