The Forgotten Consumers
The typical profile of the cash-rich, time-poor Internet consumer no longer applies. With increased access the Internet has migrated from being accessible to only a small proportion of the population to being used by people of all ages, both sexes, and a larger cross section of socio-economic status. It could be said that the Internet is transforming into a mass-medium, which can target niche groups.
The Internet is the perfect medium for customising content to suit specific consumer groups. A few up and coming consumer groups that are often forgotten about include senior citizens, teenagers and the rural community.
Seniors Consumers
A recent study by Greenfield Online, surveyed 1,265 Web users aged 55 and above. The study showed that a significant new market for e-commerce merchants has emerged. It found that 92% window shopped online and 78% made a purchase. Considering the potential for these consumers to have money to spend and time to shop, this is a market that is worth taking note of.
Teen Consumers
Although there is not much data available on Australian teen surfers, the US provides some interesting predictions for this market. According to eMarketer's eRetail report, the number of teenagers (aged 13 -17) who actively use the web will rise from 11.1 million in 1999 to 15.3 million in 2002. More than 10 million, or two-thirds of all U.S. teen net users will make a purchase online by the year 2002, a dramatic increase from the 2 million (22%) estimated for 1998 and projected 1999 year-end figures of 3.9 million (35%).
Teens will spend $161 million online in 1999, representing less than 1% of total US online spending. Teen online spending will climb to over $1.4 billion by 2002, representing 2.2% of total consumer e-commerce. This is primarily a function of access, or lack there of, to credit cards, the primary currency on the web. Of course, the continued development and proliferation of "e-wallets" and other forms of parent-controlled digital cash accounts may remove this obstacle over time
Since these teens are growing up with e-commerce, once they enter full time employment they will utilise e-commerce extensively, as the cyber world will become second nature. Effectively, today's teens will be tomorrow's consumer and these high usage figures show extreme promise for the future of e-commerce.
Rural Consumers
According to the Australian Bureau of Statistics, the number of farms connected to the Internet almost doubled between 1998 and 1999. With more than 20% of farms connected to the Internet.
Mr Mackenzie, chairman of Farmwide, a company focused on uptake of online services in non-metropolitan Australia commented that "It has been surprising to see just how many uses rural Australians are finding for their online services. Some examples relating to business include online banking, monitoring the futures and equities markets, managing investment funds through online brokers, or the purchase of general business inputs using e-commerce"
He added that "For things of a more personal nature, the Internet is proving useful for activities such as researching and booking holidays, checking cricket scores, reading the daily papers, checking the dimensions of a tennis court (to remark the court after flooding), or simply letting the kids explore web sites such as Disney or Sesame Street".
When designing for rural consumers, it is important to remember that not all households have 56Kbps access to the Internet. In some regional areas bandwidth can be as low as 19Kbps. This means that companies need to go easy on the graphics and provide more text based sites.
The Internet allows for customisation of web content so as to maximise effectiveness in attracting a niche group. Think about whom you want to target and design specifically for that set of consumers.
Amanda Mason
Communications Manager
Pure Commerce Pty Ltd
Featured - Australian Technology Showcase (NSW Govt)
Winner - Best of Show Award - Internet World `99
Semi Finalist - Australian Financial Review Internet Awards 99
mailto:amandam@pure-commerce.com
http://www.pure-commerce.com
