• April 20, 2006

The market for science-related information and consumer products extends well beyond hardcore science enthusiasts and is growing fast, finds new research released Wednesday by Omnicom's OMD unit and science oriented Web publisher Imaginova. The study estimates the market of U.S. adults who are "intellectually curious" about science represents 40 percent of 18- to 54-year-olds, or about 60 million people. The research divides this broad segment into three discrete demographics: "Science with Passion," the most enthusiastic and openly communicative about science; "Money, Success and Science," the group that is interested in science but doesn't typically share this interest with others; and "Style with Science," a sociable group that follows scientific breakthroughs and is willing to discuss its interests if the subject comes up at, say, a cocktail party. While the companies did not provide the media applications of the findings, they noted that "Internet-delivered science media is still underdeveloped and represents a largely untapped opportunity."