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Gartner Says Average U.S. Internet User is 41 Years Old With an Income
of $65,000
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Stamford, Conn., October 30, 2000 - There's a perception that Internet users are young and
technology-savvy, but research from Gartner Group, Inc. (NYSE: IT and ITB), shows that the
average U.S. Internet user is 41 years old. This research shows the average user is gender
neutral, married, with 2.81 children, employed, has an income of $65,000 and uses a PC at
work. Gartner's findings showed that 70 percent of all Internet users started using the Internet
in 1998 or earlier.
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As Internet retailers prepare for the rush of online holiday shoppers this year, Gartner analysts
said it is important for these retailers to understand who will be the people making purchases on
the Internet. Gartner projects worldwide online holiday sales to reach $19.5 billion in 2000, an
85 percent increase over last year's revenue.
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At the end of 1998, 108 million U.S. adults used the Internet. Today, 127 million U.S. adults
use the Internet. Eighty-six million U.S. adults shop on the Internet, and 58 million users have
made a purchase on the Internet within the past three months.
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"Instead of being concerned with the age of a person making a purchase on the Internet,
retailers should focus on the Internet expertise of the user," said Ann Marshman, vice president
for Gartner's e-Business Services. "Internet users with more than three years' Internet
experience are twice as likely to have purchased online than Internet users with a year's
experience. This is good news for e-commerce as e-consumers experience will only increase
over time."
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Internet buyers tend to be time-deprived and use technology and electronic products for time
management.
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"Online buyers care more about saving time than money," Ms. Marshman said. "Two out of
three buyers don't perceive Web prices to be lower than prices in stores or catalogs.
E-consumers buy for convenience. The Web is all about catering to the customer so stickiness,
as a Web strategy, should be deployed very carefully."
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Gartner recommends that Internet retailers prepare to support consumer Internet access
through three primary devices: the PC, cell phone, and television. While PDAs and Internet
devices may be more popular in the future, only 3 percent of U.S. adults own a PDA.
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"Consumers will increasingly toggle between platforms. Internet retailers must understand why
consumers are using the Web and how the Web is used in conjunction with other business
channels or Internet access channels," Ms. Marshman said.
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Additional information on the Internet industry is available to subscribers of Gartner's
e-Business Services. These programs are part of a wide range of Gartner services examining
the e-business industry. These programs are designed to help senior executives, strategic
planners and investors capitalize on emerging opportunities by providing research and analysis
on electronic commerce and Internet marketplaces. Additional information on these programs
is available on Gartner's Web site at www.gartner.com/public/static/home/ggebiz.html. To
subscribe to these services, please call 800-419-DATA or 408-468-8009.
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About Gartner
Gartner provides unrivaled thought leadership for more than 10,000 organizations, helping clients to achieve their business objectives through the intelligent and efficient use of technology. Additionally, Gartner helps technology companies identify and maximize technology market opportunities. Gartner's technology content and strong brand reach IT professionals globally through Gartner Research, its research and advisory unit, Gartner Services, its custom consulting unit; Gartner Events, including Gartner's renowned Symposia; and, at http://www.gartner.com. Gartner subsidiary TechRepublic, Inc. (www.techrepublic.com) is the leading online destination developed exclusively for IT professionals by IT professionals. Gartner, founded in 1979 and headquartered in Stamford, Connecticut, achieved fiscal 1999 revenue of $734 million. Gartner's 4000 associates, including 1,200 research analysts and consultants, are in more than 80 locations worldwide. For more information about Gartner's industry-leading products and services, please visit us on the Web at http://www.gartner.com.
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