Less Well To-Do Web Surfers Spend More Time Online
According to the newly released Nielsen//NetRatings PRIZM Internet service, the top five PRIZM clusters spending the most amount of time online, between 11-12 hours in June 2000, were those with a lower income and education, and were employed in mainly a blue-collar profession. In comparison, the average time spent online across all demographics was nine hours during the same time period. This group's income ranged from $21,000-33,000, and has a grade school and/or high school education. Many work in the blue collar, service and/or farming fields.
"Those with less income, education and hourly wages tend to spend more time surfing the Web at home," said Peggy O'Neill, group manager and senior analyst at NetRatings. "Our data show that this group comprises mostly blue-collar workers, who may not have as great an opportunity to use the Internet during the day at work compared to office workers. So it's likely that most of their Web surfing has to be done at home."