Scumbria, all:
To all those who think Intel Inside means nothing and only "Mghz sells" here is one data point to chew on.
Forrester Technographics Study Finds That Brands Don't Matter to Young Consumers On-Line,
CAMBRIDGE, Mass.--(BUSINESS WIRE)--June 24, 1999--Although young consumers are familiar with the leading brands in the off-line world, new survey results from Forrester Research, Inc. (NASDAQ:FORR) reveals that these brands are of little consequence to their on-line behavior. In the first Forrester Technographics(R) study of on-line young consumers between the ages of 16 and 22, 8,600 respondents were asked what they think of 50 leading brands, whether they visit these brands' Web sites, and how likely they would be to consider purchasing these brands. While the off-line brands received mixed reviews, the respondents showed no interest in the brands on-line.
"We were very surprised to find that some of the hottest brands in the off-line world have no on-line value among young consumers," said Shelley Morrisette, group director, Quantitative Research at Forrester. "Equally surprising was the fact that, with the exception of Intel and Yahoo!, even the high-tech brands on the list failed to capture the interest of these on-line consumers. This suggests is that brand on-line is not terribly important. What matters on-line is utility and activity."
Forrester estimates that there are currently 12.4 million 16- 22 year olds on-line today in the United States -- nearly 47% of the age group. With a mean yearly income of $3,000, young consumers represent a $37 billion market.
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