Study Benchmarks Internet 'Reach,' Suggests Targeting 'Light' Users Via Discrete Sites, Not Big Portals
: MediaDailyNews 09-28-04: By Ross Fadner "One of the study's key findings is that heavy Internet users (those who go online more than 19 days per month), who represent 38.8 percent of viewers, account for a disproportionate 73 percent of all page views. This finding is significant because it suggests that the way to build reach online isn't necessarily via the Internet's biggest players--online's so-called Big 3: America Online, MSN, and Yahoo!--but via smaller sites like CNN.com that tend to have a higher compositions of so-called 'light' users who are less likely to be found on big Internet portals. In fact, nearly half (49.3 percent) of CNN.com's unique user base comes from light users.
'Light Internet users are the key to reach-build,' acknowledges Erwin Ephron, a consultant and leading authority on media planning practices. He said the research suggests that planners should alter their online strategies to 'selective dispersion' across many Web sites.
The white paper also suggests that advertisers and Web publishers would both benefit if publishers sold their inventory based on audience usage patterns. "

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