The Industry Standard's Metrics Report - February 1, 2000 (fwd)

[Philip Johnson <johnson@hawaii.edu>]

Absolutely, positively, the last one I'm gonna forward :-)



---------- Forwarded Message ----------
Date: Tuesday, February 01, 2000, 9:43 PM -1000
From: "TheStandard.com" <Metrics@bdcimail.com>
To: johnson@hawaii.edu
Subject: The Industry Standard's Metrics Report - February 1, 2000
Online Population Spotlight: Net Businesses Go Back to College
  Net firms are vying to influence the consumers of tomorrow:
  America's 15 million university students.  By David Lake 

Every year, marketers spend millions of dollars targeting college
students just entering their prime as consumers. Now dozens of Net
firms want in on the act. "Many [college students] are developing
brand preferences for the first time," says Adam Kanner, CEO of
Edu.com. The market is large: U.S. university enrollment in the fall
of 1999 exceeded 15 million, and is expected to grow to 18 million by
2004. 

These kids are wired, too. Today, 90 percent of full-time, four-year
college students use the Internet, with 66 percent surfing the Web at
least once per day, according to college research firm Student
Monitor. More than half of all students online have credit cards in
their own names, and they're using them: One-third of these college
students are buying online, racking up $600 million in purchases in
1999. Although e-businesses spend heavily on broadcast ads, only 28
percent of students report finding online stores via television,
while 44 percent rely on friends for e-commerce site referrals. 
Source: Student Monitor

Source: Cyber Dialogue
Source: Cyber Dialogue
Source: Media Metrix, November 1999
Source: Student Monitor
* In thousands. Source: Media Metrix 


  

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