Countries covered: France, Germany, Italy, Spain, United Kingdom, United States
Introduction: Targeting products or services and marketing campaigns towards particular age groups is a commonly used strategy employed by marketers across all sectors. This Brief presents a summary of IMPACT consumer data, highlighting the differences and similarities in consumer attitudes towards the Internet, technology usage and customer service expectations for different age groups. Scope of this Report: * Based on Datamonitor's IMPACT survey, a global research program exposing consumer attitudes towards new technologies and the Internet. * Interviews with a statistically representative sample of adult consumers in France, Germany, Italy, Spain, Sweden, the UK and the US. Report Highlights: The Internet is reaching maturity across the IMPACT countries. In the 18-24 year old group, penetration rates are approaching 90 per cent in the US and have already exceeded that figure in Sweden. In most countries, the fastest growth of Internet penetration is among the senior population. For example, in the UK, Internet penetration among seniors grew by 35 per cent from Q2 to Q4 in 2001. Text messaging is by far the most popular facility used by consumers on their mobile phones, for all groups. On average, less than 10 per cent of consumers currently use their phones for other purposes. Key Reasons to Buy this Report: * Optimize Web marketing strategies * Target Internet audiences more effectively * Identify future investment opportunities.
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