Do You Score on the Internet Marketing EQ Test, i.e., Are You Marketing
APPROPRIATELY to Who's REALLY On the Internet?
© Copyright 2003
Are you marketing to who's really
in the Internet? Remember that email rounding the Internet recently: "If
we could shrink the Earth's population to a village of 100 people, this is
what it would look like: There would be 57 Asians, 21 Europeans, 14 North
and South Americans, and 8 Africans. Seventy people would be non- white;
30 white. Seventy would be non-Christian; 30 Christian ...."
NOW SHRINK THE US INTERNET WORLD
Okay, now lets shrink the Internet world and take a look:
If 100 people were using the Internet,
52 of them would be women, and 48 of them would be men
If 100 women were doing business,
61 of them would be doing it on the Internet and 39 would not be
If 100 men were doing business, 55
would be doing it on the Internet and 45 would not be
If 100 women were spending over US$100
in a 3-month period online, 63 of them would not have children, while only
52 of them would
There are more women now on the Internet
More women do business online than
More women do business online than
Women in American make up to 80%
of purchasing decisions for the family
Women between the ages of 35 and
44 are a dominant e-retail force. (PC Date-Online's research)
Women without children are heavier
users of the Internet than women with children (Jupiter Media Metrix) and
they spend more online
And -- according to Nielsen NetRatings,
the number of at- home female Internet users in the US is increasing more
rapidly than the number of male users.
PLUS -- according to the latest NielsenNetRatings, individuals with household
incomes ranging from $100,000 to $150,000 are the fastest growing income
PLUS -- 44% of US adults over 18 are single, and the American Association
for Single People projects by 2010, 47.2% will be unmarried. The Census Bureau
says between the ages of 15 and 85, the average American will be unmarried
more years than they're married.
SO WHAT SHOULD YOU DO?
Interpeting these data is like "if all the wookies are mejums, and half the
mejums are kondites, how many wookies are kondites?"
Whatever you're selling, are you
pitching it to women?
Whatever you're selling, have you
included products for women?
This doesn't mean you need be clueless
or artificial - slapping a "feminine" graphic next to your power tool, but
it does mean if you're pitching your power tool with a bikini-clad babe,
or showing a pert young thing for your "live chat", or alienating the huge
singles' and Islamic markets in your Christmas marketing, D+ for you on your
marketing emotional intelligence test.
Consider putting the face of a virile young man on your chat graphic.
And consider that nearly half your consumers are single -- the Carnival cruise
line is the only one I know of that offers a true singles-rate (not a single
rate based on double occupancy), and the Costa also gets kudos from me (a
single woman) for providing Gentleman Dance Hosts. Combining both might win
my cruise business and I cruise often.
THE BOTTOM LINE: Put your dip stick
in your gender-bias and see how it comes out.
Notice I specified "US" here, because the statistics were about US users.
However, I'm getting more and more hits on my site from folks outside the
US (and glad to have them), and other webmasters are reporting the same.
This month so far, I've had visitors to my website from: UK, Canada and
Australia, Netherlands, Singapore, Argentina, New Zealand, Japan, Luxembourg,
Brazil, Belgium, Slovak Republic, South Africa, Germany, France, Namibia,
Indonesia, Israel, Malaysia, Mexico, Cyprus, and Switzerland.
BUT -- when we talk about "US" Internet users, there are 80 million multicultural
Americans in the US now, with over 1 million new immigrants yearly.
In coaching, web visits and ezine subscribers precede personal emails precede
Internet course learners, clients and licensors for my EQ products. Look
at the trends:
Last year I started getting more
emails from Canada, the UK and Australia. Now 1/4th of my practice is from
This year I'm getting several emails
a day from people whose first language is not English. This month alone I've
heard from Nigeria, Malaysia, India and the Philippines, and increasingly
am getting clients from the UK, Australia and Canada.
So I'm expecting more clients from
non-Western nations to follow, wishing I knew more than English, Spanish
I have ezine subscribers from more
countries than I can name. In fact I didn't know some of them were countries
and it's been a wake-up call. I'm doing my homework, are you?
And most surprisingly, a whopping 20% of the learners taking my Internet
courses are from non-US countries including France, New Zealand, Australia,
the UK, Ireland, Russia and Indonesia.
I'm also being approached for strategic alliances from coaches in the UK
and Malaysia. Can Singapore be far behind?
TamingTheBeast says users from India are coming on strong. "Up until now,"
they say, "the Internet has been very focused on the US ... [but] by 2003,
the Asia Pacific region will catch up and overtake in regards to Internet
usage." By sheer force of number -- see email above.
Consider putting ni hao, guten tag,
konichiwa, or buna ziua on our websites. Go here:
for ways to say "hello" in one of the 2,796 languages on this planet.
Start submitting your website to
the Asia-Pacific search engines and indices. Here's one:
Brush up on multi-cultural selling
- pick up a copy of Michael Lee's
Opening Doors. It's about selling, not just real
Prepare to start hearing "neesh"
instead of "nitch" for that niche you're trying to claim.
Get a currency converter on your
website. There's a FREE one here:
http://www.xe.com, and be
ready to discount your professional services for Canadian clients.
Put the name of a professional translator
in your Outlook Express. In Spanish you don't say "I love my clients" by
using the "love" verb, that's erotic; you say "my clients please me."
Stop looking for "Article Archives"
and start looking for "Free Ideas." It's all the go. But no advertorials,
If you're going after the asiadragons
dot commers, be prepared to call your password your "Secret Word" and you
don't have to enter your password twice!
And prepare for daily conversations
that begin, "We don't want war over here, do you? Why aren't you doing something
[in the US] to stop it?
And, let's see, perhaps having an
international Internet dating service for un-childed women over 35 might
be the gold mine of the century?
About the Author:
©Susan Dunn, The EQ Coach, maintains an international coaching practice
and markets clients on the Internet. She is #1 on google and yahoo and the
Articles for the Internet to Sell". Article-writing services available.