Targeting Online Consumers Will Demand New Approaches MacroMonitor Marketing Report Vol. II, No. 5 October 1995


To no one's surprise, Internet users are not representative of the U.S. population. Many financial institutions believe that tremendous opportunities exist for marketing their products and services via the Internet. The 1994–95 MacroMonitor provides some support for this belief. Households that have used an online service (as well as all households with computers) are more likely to own mutual funds, stock, IRAs, and 401(k)/403(b) plans, as well as savings bonds. In addition to owning assets, these online users are also more likely to own various types of life (both individual and group) and property/casualty insurance (homeowners and vehicle) and to make greater use of equity credit, other credit, and credit cards. Clearly, they are heavy users of financial services.