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Home >PR Purchasing

Contact: David Bassiouni
Kratz & Jensen Inc. for myprimetime.com
212-979-2700, ext. 282
dbassiouni@kratzco.com


SURVEY SHOWS BABY BOOMERS ARE A DOMINANT FORCE IN ONLINE PURCHASING; POSITIONING OF MYPRIMETIME.COM REINFORCED

San Francisco, November 1, 1999 - - Recent research conducted by @plan, the leading provider of targeted market research planning systems on the Web, confirms that U.S. adults age 35-54 represent a dominant force in Internet commerce today. The Baby Boomer generation represents 52% of those who have shopped online in the past six months. The survey, which supports the positioning of myprimetime.com, the leading portal servicing baby boomers, finds that individuals in this age group account for 50% of all Internet users, with female baby boomers making up 47% of the online boomer population while their male counterparts account for 53%.

"Baby boomers have influenced some of the most enduring trends of our time, and now they constitute the most powerful group of Internet users," said myprimetime.com Co-Founder and CEO Craig Forman. "The survey reaffirms myprimetime.com's unique position on the Internet as the comprehensive resource to which baby boomers can turn for practical advice on how to manage their money, work, health and leisure time."

By tracking shopping activity across multiple e-commerce categories, the survey finds that a substantial number of baby boomers (32%) have crossed a crucial threshold. They've been online for more than 3 years and thus have the knowledge and confidence to shop and purchase online. Of the baby boomers on the Internet more than 3 years, 62% have made at least one purchase or transaction online in the last 6 months. For example, baby boomers are a major force in the following e-commerce categories:

STOCKS: Compared to the total online population, 39% more baby boomers with 3+ years online have shopped online for stocks in the past 6 months. (23% of all shoppers in the category).

CONSUMER ELECTRONICS: Compared to the total online population, 73% more baby boomers with 3+ years online have shopped online for home electronics in the last 6 months. (29% of all shoppers in the category).

APPLIANCES: Compared to the total online population, 65% more baby boomers with 3+ years online have shopped online for appliances in the last 6 months. (27% of all shoppers in the category).

HOME MORTGAGE LOANS: Compared to the total online population, 76% more baby boomers with 3+ years online have shopped online for home mortgage loans in the last 6 months. (29% of all shoppers in the category).

BOOKS: Compared to the total online population, 44% more baby boomers with 3+ years online bought books online in the last 6 months (24% of all purchasers in the category).

TRAVEL: Compared to the total online population, 39% more baby boomers with 3+ years online made an online travel purchase in the last 6 months (23% of all purchasers in the category)

COMPUTER HARDWARE: Compared to the total online population, 84% more baby boomers with 3+ years online bought computer hardware online in the last 6 months (31% of all purchasers in the category).

COMPUTER SOFTWARE: Compared to the total online population, 78% more baby boomers with 3+ years online made an online travel purchase in the last 6 months (30% of all purchasers in the category)


"Baby boomers rule the Internet," said Helen Whelan, Co-Founder and President of myprimetime.com. "The reason why myprimetime.com stands as the leading online resource for baby boomers is precisely because we understand the significance of these statistics. We recognize the leading role baby boomers play in e-commerce, and we're positioned to play a critical role in shaping the choices they make."

About myprimetime.com
Empowering people between ages 35 to 54, myprimetime.com is a Web site that will provide 81 million Americans a voice - as well as tips, tools and even a little inspiration to help them make positive changes in their lives. The four principal content areas on the site are Money, Work, Health and Play. Users get finely edited content to help them accomplish a myriad of goals, including accelerating a savings plan, slowing the aging process, starting a business and planning the vacation of a lifetime. According to myprimetime.com Co-Founder and Editorial Director Donald Van de Mark, the site will act as "a personal trainer for your life." Myprimetime.com is based in San Francisco, CA.

About @plan
@plan is the leading provider of target market research planning systems that examine consumer behavior on the Web. With over 350 clients, @plan is depended upon by a 'who's who' of major Web sites, advertising agencies and e-tailers as a third party neutral resource to better guide their on-line advertising, marketing and retailing strategies.


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