Purchases also mirrored the varied interests of single and married surfers. Top items purchased within the last six months by married surfers were related to home life, such as garden supplies and educational software. For single surfers, online purchases concentrated on entertainment and financial services.
Purchased for Singles vs. Married Surfers (U.S., 18+ Data)
|Purchase-Single||Sgl Index||Purchase-Married||Mar. Index|
|1. Student Loans||136||1. Drugs/Remedies/Pres.||119|
|2. Credit Card||117||2. Home Improvement||119|
|3. Video Game Cart.||117||3. Edu.Computer Software||117|
|4. Computer Games||113||4. Gardening Tools/Supp.||117|
|5. Music CD's/Tapes||111||5. Toys/Non-Computer Games||117|
Top destinations between single and married surfers revealed life style variations that are generally true in the offline world. For singles, seven of the top 10 online destinations were dating/personal related.
"When children are worked into the equation for oft-overly extended married individuals, the convenience of online shopping can't be beat," said Jason Levin, Internet analyst, Nielsen//NetRatings. "For married surfers, the Web seems to be a far more functional rather than recreational resource."
For married surfers, six of the top ten frequented sites were family/child-oriented. Familyfun.com, had the highest composition of married surfers at 85 percent.
Top Ad-Supported Sites for Single vs. Married Individuals (U.S., 18+ Data)
|Top Sites-Married||% Online||Index||Top Sites-Singles||% Online||Index|
|1. Match.com||84.4||252||1. FamilyFun||85.8||131|
|2. TheSpark.com||83.6||249||2. BabyCenter||83.8||128|
|3. Gay.com||80.4||240||3. American baby||82.9||126|
|4. Matchmaker.com||80.4||240||4. Nick Jr.||82.8||126|
|5. Date.com||79.5||237||5. iVillage||80.1||122|
|6. PlanetOutPartners||77.5||231||6. PBS Kids||79.7||121|
|7. PlanetOut||75.4||225||7. NewsMax.com||78.9||120|
|8. SparkNotes||73.5||219||8. GolfOnline||77.8||119|
|9. Yahoo! Personals||70.9||211||9. Quicken.com||77.8||118|
|10. Student Advntage||69.2||206||10. Edgar Online||77.5||118|
Source: Nielsen//NetRatings @Plan Fall 2003
For more information, please visit www.nielsen-netratings.com