Friday, May 21, 2010

Who uses US Government based services

I don’t know how many times you have to provide evidence about something before people start believing you.

Anybody with half a brain cell should know that the propensity to use the Web is mainly determined by the educational attainment of the individual not their age – up to age of 65ish. I am astonished that when you tell this to an audience of marketers they are surprised.

Look at these figures from Pew about the uptake of US Government based services. The columns, from left to right read light, moderate and heavy users.

Now I hope that the influence of education as a determining factor is diminishing but I see no evidence showing this is the case. The same situation applies to the UK. Dick Stroud

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