Understanding%20the%20Internet%20Consumer

1
Understanding the Internet Consumer

• The Digital Divide

2
What Is the Digital Divide?

• Definition The gap between the availability of
  Internet access to various segments of the
  population, between those who have easy access to
  the Net and those who have little or no access.

3
Different Gaps

• Old v. Young
• White v. Minority
• Rich v. Poor
• -Families
• -Nations

4
An iPod Gets Thrown Into the Digital Divide

• People over 65 are often not as connected as
  younger people
• Only 5 percent of Internet users are over 60
• No incentive for older people to learn new
  technology
• Most of the consumer electronic are targeting at
  younger age group

5
Crossing the Digital Divide

• Black families
• 50 use computers at home
• 30 have Internet access at home
• White families
• 85 use computers at home
• 60 have Internet access at home
• Computers already too expensive for poor families
  Internet access is an added expense
• Greater access will benefit all improve quality
  of life

6
Digital Divide Narrowing Fast, World Bank Says

• UN holding WSIS to handle digital divide
• However, World Bank says gap is closing
• Developing countries gaining access at incredible
  rate
• Digital Solidarity Fund to help finance
  infrastructure needed to close gap
• UN hopes greater access leads to elimination of
  poverty

7
Conclusion

• In the past, Internet access served to segregate
  people.
• However, studies are showing that the digital
  divide is narrowing.
• Since the Internet is getting popular, the
  division is diminishing and now attracts people
  of differing genders, ages, races, economic
  statuses, and other demographic characteristics.

8
Sources

• Crossing the Digital Divide. The Times
  Herald. 17 Feb 2005. (27 Feb 2005)
  lthttp//timesherald.com/site/news.cfm?newsid13979
  978BRD1672PAG461dept_id33380rfi8gt.
• Digital Divide Narrowing Fast, World Bank
  Says. MSNBC News. 24 Feb 2005. (27 Feb 2005)
  lthttp//msnbc.msn.com/id/7025672gt.
• Powell, Naomi. An iPod Gets Thrown Into the
  Digital Divide. Mercury Staff. 28 Dec 2004. (28
  Feb 2005) lthttp//web.lexis-nexis.com/universe/pri
  ntdocgt.
• Roberts, Mary Lou. Internet Marketing
  Integrating Online and Offline Strategies.
  Boston McGraw-Hill Irwin, 2003. 172-174, 459.