The so called digital divide is shrinking, according to a new study released today at the start of the Retail Advertising Conference in Chicago. The study, by Vertis Consulting, found the greatest gains in Internet shopping were made in households with less than $30,000 in annual income as well as among adults 55-76 and African-Americans. Douglas Raymond, CEO of the Retail Marketing and Advertising Association, said the results should encourage retailers to target these underserved markets. Other findings indicated almost half of those using the Internet for holiday shopping used it for research, while only a third used it for purchases.
Copyright February 2001, Crain Communications Inc.