The Internet Capitalist
SG Cowen Internet Research
13
Data Bank
Internet Users And Households (IDC)
1998 1999 2000 2001 2002 Top 10 Traditional Media Advertisers
US Households (mm) 100.7 101.5 102.7 103.8 104.8 1997 (AdAge) $mm
% with PCs 42% 45% 47% 49% 52% General Motors 3,087
% US HH Online 55% 63% 74% 82% 95% P&G 2,743
Total Online Households (mm) 26 34 42 52 67 Philip Morris 2,137
WWW Users (mm) 97.3 131.6 170 227.7 319.8 Chrysler 1,532
Ford 1,281
Sears 1,262
Internet Commerce - Retailing Categories (Forrester) Disney 1,249
1998 1999 2000 2001 Pepsi 1,245
PC H/W & S/W 1,616 2,234 2,901 3,766 Diageo 1,206
Travel 1,523 2,810 4,741 7,443 McDonald's 1,041
Entertainment 591 1,143 1,921 2,678
Books, Music 288 504 761 1,084
Gifts, Flowers, Greetings 264 413 591 802
Apparel & Footware 157 245 361 514
Food & Beverage 168 250 354 463
Other 221 325 460 637
Total 4,828 7,924 12,090 17,387
Internet Advertising (Jupiter) Top 10 Web Sites by Reach
1998 1999 2000 2001 2002 MediaMetrix - August Data
Total Media Advertising ($mm) 156,083 165,994 167,384 175,270 187,000 % Reach
Internet Advertising ($mm) 1,873 2,987 4,352 5,784 7,672 AOL.COM 47.2
% of Traditional Media Spending 1.20% 1.80% 2.60% 3.30% 4.10% Yahoo! sites 46.9
Internet Direct Marketing ($mm) 190 353 632 917 1,335 Microsoft sites 46.2
Lycos 37.5
Traditional Ad Spending by Media (Jupiter) Netscape.com 32.3
1996 2000 2002 Excite Network 29.6
Newspapers ($mm) 38,200 47,400 50,100 GeoCities 28.8
Radio ($mm) 12,300 15,900 17,800 Infoseek 22.8
TV ($mm) 36,000 42,900 46,900 Disney 21.6
Cable ($mm) 6,400 9,900 12,200 Time Warner 20.2
Magazine ($mm) 9,000 10,900 11,900
Internet ($mm) 300 4,400 7,700 |
