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Thursday, October 04, 2007

It's all about socio-economic group


When Robert Worcester, the founder of MORI, writes something, it is worth it is worth reading. In this brief article he explains, in words of one syllable, the idiocy of using the Internet to target older (and not so older) poorer people.

Look at the analysis. Less than one in ten of the 65+ who are in the DE socio-economic group have access to the Internet.

Look at it another way. If you are an AB, in the 55-64 year age group, you are more likely to be online than anybody aged 15-34 in socio economic groups C2DE and only 6% different from anybody in the C1 group. Remember that in this case socio-economic group is a proxy for the level of person's education. Education above everything else determines Internet connection. Dick Stroud

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