Lower income households fastest-growing online, but still smallest

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Internet segment overallWhile the number of Internet users with annual household incomes under $25,000 have grown nearly 50%, outpacing the growth of total users, they still only represent 9.7% of the overall Internet-using population, according to a new Media Metrix demographic segmentation report. Lower-income Web users, new to the Internet, spend more time online (about 13 hours) viewing more unique pages of content (over 700 pages in June), compared to higher-income users, who spend less time, (about 9 hours) viewing less content (about 550 pages per month). Lower-income households also visit career and auction sites more often, while higher-income households prefer hobby-leisure, auto, sports and travel sites. The combination of declines in computer prices and increased Web access in business and academic settings has made the Web more readily accessible, Media Metrix noted.

Copyright August 2000, Crain Communications Inc.

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