Community Final Paper Presentation

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Community Final Paper Presentation

• Leann Daddario Chris Cox

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Domestic Digital Divide

• People use their computers daily for different
  uses
• Shop
• Conduct banking
• Financial Transactions
• Email
• Conduct business
• School related activities
• Computers also impact
• Government
• Journalism
• commerce
• Not everyone has a computer, those who do are the
  haves and those who dont are the have nots
• The haves and the have nots are referred to as
  the digital divide
• This paper examines who the divide is, the reason
  it exists, the advertisers who market to the
  haves and the have nots and how to bridge the gap

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Who is the Digital Divide

• There are 290 million people in the US
• 77.1 white
• 12.9 black
• 4.2 asian
• 1.5 indian
• 0.3 islander
• 4 other
• As of April 2002, 165 million people are online
• Since 1996 to 2000, computer usage has increased
  in US from 18.6 to 41.5

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Factors determining whos online

• Race, age, income, gender and education help to
  show who is online
• The top two determinants are
• Income
• Education
• Evidence strongly correlates that the higher a
  persons income is, the more likely they are to
  have a computer
• Additionally, the higher the level of education
  one has , the higher the probability that they
  will have Internet access

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Statistics

• Income at 75,000
• From 1998 to 2000 usage increased by 17.4
• Levels of Education
• At the graduate level from 1998 to 2000 computer
  usage increased 16
• Race
• From 1998 to 2000 there was a 23 decrease in
  usage for blacks and hispanics than for whites

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Effects of Magazine advertising on the digital
divide

• Used three magazines- Esquire, Entertainment
  Weekly and InStyle
• One magazine targeted a general audience, one for
  women and one for men
• Link between mediums, people who read these
  magazines also had more access to computers

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Magazines targeted based on higher education and
age

• Used technology based advertisements
• Used non computer related technology(DVD, cell
  phones)

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Graphs

• Esquire InStyle Entertainment Weekly Ttl
• Total Technology Ads 13 22 28 63
• Appealing to Haves 5 7 5 17
• Appealing to Have-Nots 5 11 10 26
• Non Computer Related 3 4 13 20

Research was conducted for one month and was
close to Christmas
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Advertising Marketing

• Targeted haves for entertainment systems, market
  peripherals and new technology (Bose, Sony, and
  Canon)
• Have nots were targeted for user friendliness,
  readily available (Walmart, Dell and Nokia)

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Conclusions

• Advertising helps to close the digital divide
• Price reductions and public awareness are key

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Questions??????????