Class Distinction

Blue-collar workers and seniors are on the Net and demanding your attention.
Magazine Contributor
2 min read

This story appears in the January 2002 issue of . Subscribe »

Is the Web really going the way of supermarket tabloids and double-wides? Rumblings about the downscaling of the Internet have been swirling lately. Leading audience measurement service Nielsen/NetRatings reports that 58 percent of all Americans now have Internet access. That figure comes hot on the trail of a variety of Web demographics studies showing a fast rise in blue-collar and senior surfers.

The makeup of the Net audience has a lot to do with which sites and e-businesses will survive and thrive in the coming years. Making sense of the statistics is another matter. Between March 2000 and March 2001, Nielsen/Netratings says, Net access at home leapt 52 percent among blue-collar workers-more than any other group. Homemakers came in second with a 49 percent increase.

What entrepreneurs can glean from all this is that the Web is finally settling firmly into the mainstream. "Now, nearly every socioeconomic group is aggressively adopting the Web, [which is] having a fundamental impact on e-commerce, online advertising and more," said Sean Kaldor, NetRatings' vice president of e-commerce. "This continues to open up new mid-market opportunities for mass merchandising, consumer packaged goods marketing and value-conscious e-commerce."

Entrepreneurs don't exactly have to rush out and add National Enquirer headlines or soap opera updates to their sites to keep up. But as the Web starts looking more and more like the soda-and-chips aisle at the grocery store, growing businesses may want to take a fresh look at who their audience is and tailor their offerings and site design accordingly.

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

Whether you are launching or growing a business, we have all the business tools you need to take your business to the next level, in one place.
Enroll Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.