Bates maps out Texecutive class

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Study identifies 2% account for whopping 38% of decisionmakers

Meet the ``Texecutives.''

A class of 2.6 million professional or managerial decision-makers, Texecutives represent less than 2% of the nation's population but account for 38% of the nation's U.S. business decision makers.

They are also a driving force in interactive media, according to ``Projections 2004,'' the fifth yearly study in a series from Bates USA, New York.

``These are quite often the target groups that many marketers hope to reach--upscale, educated, with families,'' said Craig Gugel, exec VP-new media and interactive research at Bates.

Texecutives are similar to--but separate from--the group last year's study profiled, the 37.6 million ``Techthusiasts.''

They are three times more likely than the average U.S. adult to subscribe to an online service.

They tend to do research before making purchases, and online services give them an easy way to do that. That makes online marketing a big opportunity for sellers of technology-oriented equipment, the study said.

But that doesn't mean online marketing is easy, Mr. Gugel cautioned. ``It depends on how you construct a Web site. If you can draw people back again and again, it can help sell your product or project a positive image.''

The survey, based on telephone interviews with 1,000 people conducted by Bruskin/Goldring Research, found that about 60% of Texecutives would use an online service. It did not measure how many already are online.

The Bates study also found significant acceptance of kiosks among Texecutives. Nearly 40% have used kiosks to get product, pricing or advertising information, compared with 20% of total adults.

Bates predicts as more kiosks are networked they will be used increasingly for advertising.

Saatchi & Saatchi Advertising, Bates' sister shop, released a study last month that used different methodology to reach similar conclusions about online users. That study focused on the emotional experience of using an online service and stressed the benefits for advertisers who can create dynamic Web sites involving consumers in an ongoing dialogue.

While advertisers are rushing to experiment online, few are spending big bucks.

Expect that reluctance to abate slowly, said John Sarsen, president-CEO of the Association of National Advertisers.

``Results--proof that they can move product . . . is what will [lead to more interactive spending],'' he said.

Copyright October 1995 Crain Communications Inc.

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