Netpop Snapshot 2007

Netpop  | Snapshot ™ United States 2007 Jean Durall, Ph.D, Director, Research Services, Media-Screen  Cate Riegner, Research Director, Media-Screen Table of Contents Foreword    Growth of Broadband  Segmentation  Snapshot                            Broadbanders   ™ 3 4 5 6 6 8 10 12 14 16  18  19 Online Insiders™  Social Clickers™  Fast Trackers™  Everyday Pros   ™ Content Kings™  Methodology  Next Steps    Netpop is a product of Media-Screen © 2007 Media-Screen LLC. All rights reserved.   Netpop™ and any Netpop-related terminology appearing in this report are trademarks of Media-Screen LLC.   See our Trademark Guidelines (available at www.NetpopResearch.com) for more information concerning the  use of these trademarks. The use of the data and content depicted in this report is subject to the Media-Screen/  Netpop Research Terms of Service (available at www.NetpopResearch.com). 2 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Foreword For over a decade, Media-Screen has worked with leading Internet companies to bring the user’s voice  and perspective to bear on marketing challenges and decisions. Through surveys, interviews, and usability  testing, we’ve helped companies see the individual behind the visits, the clicks, and the activities. The idea  for Netpop, a syndicated research series, grew naturally out of our work and commitment to creating a  deeper and more comprehensive analysis of Internet users. We specifically developed Netpop to establish a new way of understanding the modern consumer online  by focusing on the broadband population. This series investigates how the broadband population drives  consumer attitudes and shapes the modern consumer market. Netpop provides marketers, product  managers and advertisers with a richer context for marketing and advertising strategies. This report offers an overview of the five attitudinal segments or “portraits” that make-up the   broadband population in the United States. In addition to this analysis of the U.S. broadband user,   Netpop reports include: Netpop | Snapshot: China 2007  Overview of the distribution and character of Netpop attitudinal segments in China Netpop | Nations: Demographic Comparison of China and U.S. Broadband Users  Comparison of the demographic profiles of the broadband population in China and the U.S. Netpop | Nations: Comparison of China and U.S. Broadband Usage  Comparison of the usage behaviors of China to the U.S., including dayparts, devices, locations   and regular online activities Netpop | Trends, USA  A series of reports examining trends in broadband use, 2006 to 2007. Includes demographics,   devices, dayparts, online activities and attitudes towards the Internet. Taken together, these reports will help marketers and product managers stay ahead of modern   consumer trends. If you would like to learn more about other Netpop reports, please visit us   online at www.NetpopResearch.com. Cate Riegner, Research Director Josh Crandall, Managing Director  3 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Growth of Broadband The New Mass Market When we decided to take a wide-angle approach to studying the online population, we knew broadband  users were the people to watch. Broadband users now comprise the majority of the adult Internet  population in the United States (70 percent), while dial-up users comprise only 23 percent. In terms of  the U.S. population at large, half (51 percent) of all adult Americans age 13 and older have a broadband  connection at home, a nine percentage point increase from early 2006.1  U.S. Broadband Use Approximate Total Users Age 13+ 127 M All Internet Users Age 13+ 70% General Population Age 13+ 51% N = 4,068 Base: All Respondents On average, today’s Broadbander spends over five hours every weekday accessing content and applications  on the Internet. They live in households with an average income of $66,000 per year, and they are  educated—45 percent of Broadbanders 25 and over have college degrees or higher. Active participants  online, they are shaping the contemporary marketplace in ways that will ripple through the rest of the  population for years to come. source: Netpop 2007 ©Media-Screen, LLC 1  Pew Research Center, U.S. Census, Media-Screen LLC 4 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Segmentation A More Holistic Picture of the Broadband Population Netpop | Snapshot is a high-level overview of each segment of the broadband population, designed   to introduce the segments and set them in the context of the broadband population as a whole. Online Insiders, Social Clickers and Fast Trackers comprise three-fourths of the U.S. broadband population. Size of U.S. Broadband Segments Content Kings 11% Everyday Pros 13% 28% Online Insiders Fast Trackers 23% 24% Social Clickers N = 4,068 Base: All Respondents source: Netpop 2007 ©Media-Screen LLC This Netpop segmentation model was developed on the basic premise that it was time to paint a more  holistic picture of the influential consumers that make up the broadband user population. By uncovering  distinct, identifiable segments of the broadband population—segments that are homogenous within their  group yet differ from other groups—we provide a new framework for more effective marketing decisions.  We had three main objectives: To uncover how user attitudes, orientation and involvement on the Internet  differ; to identify the underlying motivations for those differences; and to reveal how they impact actual  usage behavior. Starting with the core attitudes and motivations that drive online choices, the segments  provide a view of the Internet from the inside out. The result of this effort is a new classification of the broadband population, one that is based on users’  attitudes and orientation towards the Internet. Each of our final five segments has a unique outlook on  what the Internet means to them. Each segment enjoys their chosen activities and gravitates towards  different online media channels. Netpop | Snapshot: USA Netpop | Snapshot offers a description and the following data points for each of the five segments   and the broadband population as a whole. Age    Gender  Income        Online Spending Average Number of Activities Areas of Involvement Mean Number of Years Online Hours per Day Online  5 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Broadbanders™ Broadband is the new baseline for online access and today’s broadband user increasingly  integrates the Internet into all aspects of his or her life. With the bandwidth necessary   to explore emerging online activities and services, broadband users are in a position  Today’s Broadbander spends slightly more than five hours every weekday accessing content and applications on the internet. to influence the general public more than ever before. As the Internet becomes more  and more a part of broadband life, Broadbanders themselves are becoming more typical  of the population as a whole. Orientation Toward the Internet Sixty percent contribute online content—uploading photos and rating products most often. Broadbanders are comfortable exploring the resources and new capabilities the Internet  puts at their disposal; 60 percent use different sites tailored to a specific need rather  than relying on a single all-purpose portal and 45 percent make an effort to try new  sites. At the same time, six in 10 do not consider themselves more knowledgeable about  Broadbanders own an average of six technology devices. technology than most. The Internet is increasingly an everyday aspect of 21st century life for broadband users  and it remains a highly positive experience; three-quarters or more agree that the  internet is fun, liberating, fulfilling, efficient and social. In fact, 81 percent say they go  online to have fun and 65 percent escape to the web when they want to take a break.  Still, only one-fifth of time spent online is for entertainment. Two-thirds of online time   is devoted to communication and information.  Broadbanders rely on traditional Internet access, preferring to go online from home  using a desktop computer. One in 10 goes online from a mobile device. Demographics Almost one-half (47 percent) of all adult Americans (18+) have a broadband connection  at home. Broadbanders are slightly more likely to be male than the broader online  population. They live in households with an average income of $66,000 per year, and   40 percent have a college degree or higher. 6 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Involvement and Tenure Online Online Areas Entertainment Communications News/Information Shopping Personal Productivity Broadbanders™ Broadband Population 20 % 31 % 24 % 11 % 14 % Mean Number of  Years Online 9.2 Household Income 70 56 42 28 Demographics Gender 70 56 Age 30 24 52% 42 28 14 0 20% 48% 18 12 22% 16% 9% 17% 43% 31% 8% 6 0 8% 26% 14 0 Male Female 13–17 18–24 25–34 35–44 45–54 55–64 65+ < $50,000 $50 – $74,999 $75,000 + Online Activities and Spending Mean Hours Spent   Online per Weekday 5.2 Average Monthly Online Spending 70 56 42 28 Percentage of Time Spent on Home Page or Other Site 70 56 61% 47% 42 39% 28 27% 14 0 26% 14 0 None Under $100 Over $100 % Time on Home % Time on Other Mean Number of Activities and Devices Online Special Interests Regular Media Activities Regular Online Activities Tech Devices Owned Broadband Population 10.0 6.5 12.1 5.8   Mean Number of Online   Purchase Transactions   in a Typical Month 2.5 7 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Online Insiders™ “I Practically Live Online” Online Insiders do more of everything there is to do online. They also divide their online  Online Insiders connect with 20 people online every day. time more evenly across key online activities. Relatively young, this group is likely to  continue moving many of aspects of their lives online—suggesting that, not only will  they be “insiders” in terms of knowing more about the online world than other groups  but that they essentially live “inside” the web. Online Insiders are more likely to access the internet through a mobile device than any other group. Orientation Toward the Internet Online Insiders take pleasure in their time online. Reluctant to reduce their online  experience to simply getting the essentials and logging off, Online Insiders often get   lost surfing around, exploring things at random. This group strongly views the web   as a place to escape and agree that the internet is fulfilling, efficient, safe and fun. Online Insiders are most likely to characterize themselves as knowing more about  technology than most people, and often troubleshoot computer problems for friends  and family. They exhibit a greater interest in the latest gadgets and devices, and have  taken the boldest leap in trying to manage everything they can online, “going digital”  with their media collections (photos, audio, video). Online Insiders tend toward using   a collection of different Web sites, each of which specializes in a specific service.   They consistently try new sites and online services.  Online Insiders enjoy the widest variety and highest frequency of regular online  activities of the five groups and also own the most devices. Online Insiders have also  embraced online shopping. Fully 88 percent of Online Insiders make at least one online  purchase transaction per month, spending an average of $148 monthly online. Seventy-one percent of Online Insiders contribute to Internet content or information in a typical month. Demographics Online Insiders compose over one-fourth of the broadband population. They are slightly  more likely to be male and tend to be between 25 and 44. Online Insiders are more likely   to have graduated from college and have higher incomes.  8 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Involvement and Tenure Online Online Areas Entertainment Communications News/Information Shopping Personal Productivity Online Insiders™ Online Insiders 21 % 25 % 21 % 17 % 16 % Broadband Population 20 % 31 % 24 % 11 % 14 % Mean Number of  Years Online 9.7 Demographics Gender 70 56 Age 30 26% 28% Household Income 70 56 42 24 55% 42 28 14 0 52% 45% 21% 17% 22% 20% 20% 16% 13% 48% 18 12 7% 8% 39% 28 9% 6% 43% 36% 25% 26% 31% 9% 8% 6 0 14 0 Male Female 13–17 18–24 25–34 35–44 45–54 55–64 65+ < $50,000 $50 – $74,999 $75,000 + Online Activities and Spending Mean Hours Spent   Online per Weekday 6.0 Average Monthly Online Spending 70 56 42 28 Percentage of Time Spent on Home Page or Other Site 70 66% 56 61% 46% 47% 42% 26% 42 39% 28 34% 27% 14 14 12% 0 None Under $100 Over $100 0 % Time on Home % Time on Other Mean Number of Activities and Devices Online Special Interests Regular Media Activities Regular Online Activities Tech Devices Owned   Online Insiders 12.1 7.6 15.2 6.7 Broadband Population 10.0 6.5 12.1 5.8 Mean Number of Online   Purchase Transactions   in a Typical Month 3.8 9 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Social Clickers™ “The internet helps me stay in touch with my friends and family” Social Clickers rely on the Internet to maintain relationships with friends and family  Social Clickers spend over an hour and a half (1.7 hours) every weekday emailing. and seek out new ones. While a generational divide runs through this group, all Social  Clickers are united in their appreciation of how the internet facilitates communication— spending 60 percent of their online time on that activity.  Younger Social Clickers are twice as likely to contribute online as older ones. Orientation Toward the Internet Social Clickers vary in their attitudes about the internet by age. Younger Social Clickers,  those under 45, are twice as likely to say they go online to express their creativity and are  much more likely to contribute content to Internet sites. Younger Social Clickers are also  particularly likely to say they have “gone digital” by putting their music, video and photo  collections online. In general, Social Clickers see the internet as efficient, social, fun and safe. While they do  not find the Internet particularly complicated or stressful, this group generally does not  feel that they know more about technology than others, nor are they likely to be asked  for IT help from friends and family. Yet, here too, there is a gap between younger and  older Social Clickers. Older Clickers are generally less comfortable with technology and  less active online. Social Clickers spend almost five hours a day narrowly focused on using the Internet   for social interchange. They pursue relatively fewer activities and special interests online  compared to other Broadbanders and, next to Content Kings, are most likely to access  the Internet from home.  Eight-three percent of Social Clickers access the Internet from home. Demographics Social Clickers make up nearly one-fourth of the broadband population. They are  predominantly female and one-third are age 55 or higher. Just over half are employed  full-time and they are less educated than other online groups They spend little of their  online time shopping. Almost two-thirds (63 percent) make at least one purchase  transaction per month, but they spend an average of only $83 a month online,   less than Online Insiders, Fast Trackers and Everyday Pros. 10 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Involvement and Tenure Online Online Areas Entertainment Communications News/Information Shopping Personal Productivity Social Clickers™ Social Clickers 11 % 60 % 13 % 7 % 8 % Broadband Population 20 % 31 % 24 % 11 % 14 % Mean Number of  Years Online 8.7 Demographics Gender 70 56 Age 30 28% Household Income 70 56 19% 16% 13% 64% 52% 48% 24 20% 22% 22% 17% 13% 15% 42 28 14 0 18 12 8% 8% 42 28 9% 49% 43% 31% 36% 10% 8% 24% 14 0 26% 26% 6 0 Male Female 13–17 18–24 25–34 35–44 45–54 55–64 65+ < $50,000 $50 – $74,999 $75,000 + Online Activities and Spending Mean Hours Spent   Online per Weekday 4.9 Average Monthly Online Spending 70 56 42 28 14 0 Percentage of Time Spent on Home Page or Other Site 70 56 61% 55% 45% 39% 48% 37% 27% 47% 42 28 26% 15% 14 0 None Under $100 Over $100 % Time on Home % Time on Other Mean Number of Activities and Devices Online Special Interests Regular Media Activities Regular Online Activities Tech Devices Owned   Social Clickers 8.5 5.9 10.3 5.3 Broadband Population 10.0 6.5 12.1 5.8 Mean Number of Online   Purchase Transactions   in a Typical Month 1.7 11 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Fast Trackers™ “I like to get what I need, and leave quickly” Fast Trackers flock to the web as the best place to get their daily dose of news,   Seventy percent of Fast Trackers regularly read news online. sports and weather. Bringing a focused regularity to online pursuits, the Fast Tracker  particularly values news and information and spends half of their time on the   Internet in that pursuit. Thirty-three percent of Fast Trackers regularly check sports scores. Orientation Toward the Internet Fast Trackers’ pursuit of news and information online is driven by their need to learn,  become more educated and stay up-to-date. This group is very practical about pulling  together information online, using a mix of major and specialized sites to find what   they are seeking.  Fast Trackers are similar to Broadbanders as a whole in their attitudes toward the  Internet. A majority see the web as a place to escape and roughly four in 10 are expert  enough to feel they know more about technology than the average person, try new  online services and act as a technical resource for friends and family, However, Fast  Trackers are more likely to agree that the internet is complicated and are more likely to  say they wouldn’t mind losing their Internet connection for a day. Although Fast Trackers spend little of their online time shopping, 72 percent make at  least one online purchase in a typical month, spending an average of $110 monthly.  Thirty-four percent wouldn’t mind losing their Internet connection for a day. Demographics Fast Trackers make up nearly one-quarter of the broadband population. This group  includes more men (63 percent) than the broadband population as a whole. They are  generally working full-time, often in middle management positions. Fast Trackers are  more likely to have graduated from college and are somewhat affluent.  12 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Involvement and Tenure Online Online Areas Entertainment Communications News/Information Shopping Personal Productivity Fast Trackers™ Fast Trackers 13 % 21 % 48 % 9 % 9 % Broadband Population 20 % 31 % 24 % 11 % 14 % Mean Number of  Years Online 9.6 Demographics Gender 70 56 42 28 14 0 Age 30 25% 28% Household Income 70 56 17% 63% 52% 37% 48% 24 18 12 8% 7% 8% 17%17% 22% 20% 22% 16% 42 39% 28 9% 9% 43% 28% 32% 26% 31% 6 4% 0 14 0 Male Female 13–17 18–24 25–34 35–44 45–54 55–64 65+ < $50,000 $50 – $74,999 $75,000 + Online Activities and Spending Mean Hours Spent   Online per Weekday 4.9 Average Monthly Online Spending 70 56 42 28 14 0 Percentage of Time Spent on Home Page or Other Site 70 56 59% 61% 49% 47% 42 41% 28% 28 39% 27% 23% 26% 14 0 None Under $100 Over $100 % Time on Home % Time on Other Mean Number of Activities and Devices Online Special Interests Regular Media Activities Regular Online Activities Tech Devices Owned   Fast Trackers 10.5 6.0 11.8 5.6 Broadband Population 10.0 6.5 12.1 5.8 Mean Number of Online   Purchase Transactions   in a Typical Month 2.3 13 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Everyday Pros™ “I try to manage everything that I can online” Everyday Pros use their limited time as effectively as possible, embracing the efficiency  Everyday Pros spend over two hours each weekday on Web sites for work. the web affords them in executing their regular chores. They are least likely to go online  to express their ideas and creativity and they are not particularly interested in getting  the opinions of others. Fifty-two percent of Everyday Pros say they like to get what they need and then leave quickly. Orientation Toward the Internet Everyday Pros bring a practical and applied perspective to their life online. While they  are less likely to feel that they practically live online, Everyday Pros recognize the utility  of the web, trying to manage everything online that they can. This group has a strong  affinity for “one-stop shop” major sites and brands, preferring to let one site aggregate all  the services they need in one place. Everyday Pros show little interest in trying new sites  and services and are least likely to get lost surfing around exploring at random.  Everyday Pros do not generally consider the web a place to escape. Eight out of 10   do agree that the internet is fun and that it is efficient and safe, but even at those levels  Everyday Pros are less likely to subscribe to those views than other Broadbanders. Everyday Pros gravitate toward the commercial activities available on the web to  accomplish their daily tasks such as checking stocks, looking for maps and local  information and checking weather. They are least interested in the social/community  connections available online; reporting the fewest online contacts in a typical week (12). Seventy-five percent of Everyday Pros purchase online at least once each month, spending an average of $101 monthly. Demographics Everyday Pros make up 13 percent of the broadband population. They are the oldest  of our groups with a mean age of 46 and have been online for over nine years. They  are generally working full-time, and are most likely to be married. Everyday Pros have  generally graduated from college and are affluent.  14 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Involvement and Tenure Online Online Areas Entertainment Communications News/Information Shopping Personal Productivity Everyday Pros™ Everyday Pros 13 % 25 % 17 % 12 % 34 % Broadband Population 20 % 31 % 24 % 11 % 14 % Mean Number of  Years Online 9.3 Demographics Gender 70 56 Age 30 28% Household Income 70 24% 22% 20% 18% 16% 12% 8% 8% 5% 9% 24 53% 42 28 14 0 52% 47% 48% 18 12 6 2% 19% 17% 21% 56 42 40% 28 14 0 43% 33% 28% 26% 31% Male Female 0 13–17 18–24 25–34 35–44 45–54 55–64 65+ < $50,000 $50 – $74,999 $75,000 + Online Activities and Spending Mean Hours Spent   Online per Weekday 4.6 Average Monthly Online Spending 70 56 Percentage of Time Spent on Home Page or Other Site 70 56 61% 61% 52% 42 28 47% 42 39% 28 39% 24% 14 0 27% 24% 26% 14 0 None Under $100 Over $100 % Time on Home % Time on Other Mean Number of Activities and Devices Online Special Interests Regular Media Activities Regular Online Activities Tech Devices Owned   Everyday Pros 8.9 6.2 11.1 5.9 Broadband Population 10.0 6.5 12.1 5.8 Mean Number of Online   Purchase Transactions   in a Typical Month 2.3 15 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Content Kings™ “The web is a place to escape when I want to take a break.” Reveling in the opportunity to escape online, the Content King pursues most if not all   Seventy-seven percent of Content Kings regularly play games online. of the wide range of diversions available on the web. By deciding when, where and how  to access entertainment, Content Kings create their own entertainment experiences  from a spectrum of established media outlets. Content Kings spend almost three hours every weekday playing casual games online. Orientation Toward the Internet Content Kings are Internet content consumers, not contributors. While they make  some online contributions, they have the lowest level of social interactions on the web,  averaging just 10 emails a day. Although they are most likely to feel that they practically  live online, the group is not motivated to go online for practical reasons. They are least  likely to go online for work or school and also the least likely to try to manage everything  online that they can. Their singular focus on entertainment content and the importance  they place on access to that stimulation is underscored by the fact that they are most  likely to mind losing Internet connectivity for even one day. Content Kings gravitate toward the multimedia qualities of the web, and are most likely  to get lost surfing around exploring at random; they are least likely to subscribe to the  “get on and get off” mentality of the Everyday Pros. Content Kings see the web as a place  to escape and agree that the internet is fun, liberating, fulfilling and safe. Games are at the heart of their Internet use. Content Kings own relatively few tech  devices but they are most likely to own a desktop computer and a videogame console.  Content Kings are more likely to own a videogame console than the other groups. Demographics Content Kings make up just over one-tenth of the broadband population. They are   more evenly divided between male and female Broadbanders and are the youngest   of our groups with a mean age of 39.3. One-third of 13–17 year olds are Content Kings.  Forty percent are single. 16 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Snapshot Involvement and Tenure Online Online Areas Entertainment Communications News/Information Shopping Personal Productivity Content Kings™ Content Kings 63 % 15 % 11 % 6 % 6 % Broadband Population 20 % 31 % 24 % 11 % 14 % Mean Number of  Years Online 8.4 Demographics Gender 70 56 42 28 14 0 Age 30 28% Household Income 70 56 24 23% 22% 20% 19% 16%16% 17% 11% 51% 52% 54% 42 28 9% 9% 49% 48% 18 12 8% 8% 6% 16% 43% 31% 22% 24% 14 0 26% 6 0 Male Female 13–17 18–24 25–34 35–44 45–54 55–64 65+ < $50,000 $50 – $74,999 $75,000 + Online Activities and Spending Mean Hours Spent   Online per Weekday 5.4 Average Monthly Online Spending 70 56 42 28 Percentage of Time Spent on Home Page or Other Site 70 56 65% 61% 45% 47% 41% 42 28 35% 39% 27% 14 0 26% 14% 14 0 None Under $100 Over $100 % Time on Home % Time on Other Mean Number of Activities and Devices Online Special Interests Regular Media Activities Regular Online Activities Tech Devices Owned   Content Kings 8.4 6.7 10.2 5.3 Broadband Population 10.0 6.5 12.1 5.8 Mean Number of Online   Purchase Transactions   in a Typical Month 1.5 17 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Methodology Findings from Netpop | Snapshot are derived from an online survey of 4,068 broadband users in the  United States conducted in August 2007. Respondents who started the survey were asked one question  to identify those who access the Internet via a high-speed or broadband connection (any connection  greater than 56 kilobytes per second). Respondents who indicated they “usually” use a high-speed or  broadband connection completed the survey. Start rates were representative of the country’s Internet  population based on age and gender. Respondents were offered a cash incentive to complete the study.  Based on randomly chosen samples of this size (n = 4,068), there is 95 percent confidence that the results  are statistically accurate to within approximately 1.55 percent of the entire U.S. broadband population if  the entire population had been polled. The segmentation solution presented in Netpop | Snapshot was  developed using factor analysis, latent class analysis and cluster analysis.  18 Netpop | Snapshot: USA  © 2007 Media-Screen LLC Next Steps  Now that you have been introduced to the Online Insiders, Social Clickers, Fast Trackers, Everyday Pros   and Content Kings, we hope you are interested in learning more about each segment and how they can   be applied to your marketing and product development needs.  Please consider one of the two following ways of incorporating Netpop | Snapshot into your strategic plans: Access any graph in the Netpop database filtered  on any of the five attitudinal segments. Graphs are  available on a monthly subscription basis, starting  as low as $24.95 per month. Simply identify the  graph you want to purchase and select the segment   that interests you. For more information about  monthly subscriptions to Netpop, please visit   www.NetpopResearch.com. Contact Media-Screen, the creators of Netpop.  Media-Screen analysts are available to help you  understand the appropriate target(s) for your  organization; design custom data inquiries against  the Netpop dataset; or conduct primary research  anchored to the Netpop segmentation model.   If you share our passion for learning more about the   modern consumer, we invite you to contact us.  Media-Screen LLC 322 Cortland Avenue San Francisco, CA 94110 415-647-1007 www.media-screen.com 19 Netpop | Snapshot: USA  © 2007 Media-Screen LLC