Whenever people discuss the Internet and its alter ego, the World Wide Web, the question naturally arises: Who actually sees these Web pages? Is this technology for real people or just for techno-nerds? Estimates of the use of the Web are not firm, but surely there are tens of millions of surfers, worldwide. The growth trends all mirror the following -- the number of new domain names per month:
Beyond these huge, but fuzzy, numbers, the issue of just exactly who is exploring the Web is of more than passing interest to many people. Responding to this, The Graphic Visualization & Usability Center of Georgia Tech conducts periodic surveys of Web browsers. Anyone who is considering creating a visibility on the Web should be aware of who their audience will be.
The figures reported here are drawn from the fifth of these surveys, conducted from April 10 to May 19, 1996. At over 11,700 responses, this is the largest such survey on and about the Web. Below, I summarize some of the more interesting results. Anyone looking for more details (many) or the statistical underpinnings of the survey, should examine the survey's Home Page:
The average age of the respondents in this survey was 33.0 years, up slightly from the preceding survey (32.7). Men are, on average 1.5 years older than women.
Not surprisingly, men outnumber women on the Web by just over 2 to 1 (but the women are slowly gaining.).
The age distribution of Web users is (approximately):
range (years) percentage * 5-20 13.0% * 21-30 34.9% * 31-40 23.6% * 41-50 18.1% * 50+ 8.3%Since using the Internet requires a computer, most users either own one, or work at a company (or school) that does. Predictably, this accounts for the significant average household income ($59,000/year) reported on the survey. This figure has decreased for the past two years ($69,000 to $63,000 to $59,000) indicating the growing base of Web explorers.
The geographic distribution of Web users is reported as:
By continent: * U.S. 73.4% * Europe 10.8% * Canada & Mexico 8.4% * Other 7.4% By state/province/country * California 11.03% * Texas 4.77% * New York 4.37% * United Kingdom 3.34% * Ontario 3.19% * Massachusetts 3.03% * Pennsylvania 2.98% * Illinois 2.92% * Virginia 2.72% * Australia 2.65% * Florida 2.62% * Ohio 2.57% * Washington 2.56% * Michigan 2.53% * Maryland 2.38% * Georgia 2.10% ... and finally * Antarctica 0.20%Clearly, we live in the most active area of the Web!
The survey also reported a breakdown of Web users' occupational categories:
* Education 29.56% * Computer 27.78% * Professional 18.92% * Management 10.70% * Other 13.05%(Much more detailed statistics of specific occupations are available.)
This data suggests that the typical user is male, educated, middle income, mainly in the United States and within the U.S., almost one user in seven is within California.
I am not suggesting that this survey reveals any surprises. In fact, the data is just what you would expect. The point is that the survey supports conventional intuition with an extensive, rigorous, credible gathering of data. What this all means is that this explosive, new technology is penetrating the center line of the consumer world. Any commercial activity ignores this medium at their risk.
(photo credit: Greg Wenger) Information (310) 821-1519, fax: (310) 821-9079. E-mail: jim@the-calculating-lady.com Web Site: http://the-calculating-lady.com/ Résumé: http://haven.ios.com/~jimmoore