• by Masha Geller , February 21, 2003

More than one-third (37%) of working Americans now go online regularly at the office, according to a new report presented by The Wall Street Journal Online and prepared by eMarketer.

These Internet users, totaling more than 50 million people, make up a coveted demographic for advertisers, the report finds. Indeed, more than 70% of at-work Internet users have a college degree or higher, and roughly half have household incomes of $75,000 or more, according to the report, An Elephant in the Room: The Online At-Work Audience.

"For advertisers who want to reach employed adults during the day, the Internet offers an unprecedented opportunity, with 50 million people regularly online at work," says eMarketer CEO Geoff Ramsey. "There's a virtual elephant in the room -- one that astute marketers can no longer choose to ignore."

Not only are at-work users prime candidates for business-to-business marketers, but an astounding 60% of consumer online dollars are spent in the work place.

"The initial hype around the Internet has now been replaced by an understanding among marketers that this medium is effective, efficient and a smart part of a media plan," said Scott Schulman, publisher of The Wall Street Journal Online. "It's interesting to note that at-work online users strongly prefer the Internet over other media for getting information about products and services."

The report also shows that 86% of at-work Internet users have broadband access at their work place and 38% of at-work users are employed by large companies, while nearly 40% come from small businesses. Additionally, at-work users spend more time online than at-home only users; business executives are particularly heavy Internet users.