I guess there is no surprise in this Nielsen/NetRatings study:
“Low-income tradesmen spend more time online from their home computers than do high-paid professionals.“
Makes sense, right? After all, white collar surfs the net while at work, whereas those who work in factories or at construction sites probably don’t have a chance to use the Web while on the job.
Nielsen’s Peggy O’Neill says: “They’re more likely to come home and spend time checking email, chatting online, playing games, and visiting stores than someone who has been online all day long.”
For her research, O’Neill used Claritas Prizm clusters based on ZIP codes and neighborhoods where people live. She looked at the home-based Web surfing habits of all 62 clusters and found that …
the top five Net users were low-income, blue collar workers who burned about 12 hours online per month.
Chatting on instant messenger, clicking through Wal-Mart online and visiting entertainment sites such as Emazing.com were the most popular activities for the top five clusters.
Those who spent the least amount of time online — about seven hours per month — were high-paid professionals.
O’Neill said, “When these people get home, they don’t have a great need to surf the Web.”
What an opportunity! Reaching blue collar consumers at home through the Internet, social and viral media may be the next big idea for emotionally connecting with this broad and loyal audience.
Read more about the study blue collar workers favor home Net use.