Trend

IAB report | Web traffic | Internet User |Other trends

While Internet Advertising Bureau reported '99 advertising revenue, it founded several trends.

  • Revenue growth compares favorably to other industries-revenue are on pace to increase more than twenty-fold, from $267 million reported in 1996 to more than $4 billion in 1999.
  • Consumer advertisers leading the charge-consumer brand advertisers represented the largest category of advertiser spending at 32 percent of 1999 third-quarter revenues, up from 27 percent reported a year ago.
  • Banners and sponsorships remain the predominant advertising vehicles-ad banners and sponsorships accounted for a combined 82 percent of 1999 third-quarter revenues, down slightly from 183 percent reported for the same period a year ago.
  • Internet advertising remains concentrated with leading publishers-the 25 and 50 leading publishers accounted for 84 percent and 87 percent of 1999 third quarter revenue respectively.

Web Usage-Noontime, During the week
Although the amount of Web traffic is rapidly increasing, Web usage patterns remain fairly stable. In a study, I'PRO found that daily traffic, which has a heavy business user bias, is highest on weekdays, and that about 60% of all traffic occurs during the nine-hour work day ( 9 am to 6 pm), as recorded by each server in its time zone; the highest traffic level is around noon.

Contrary to some popular perceptions, Internet users are not young, poverty-stricken nerds-in fact, the median Internet age has been placed by various studies between 30 and 34. A.C. Nielson conducted a study that found only about one in ten Internet users is under the age of 18. The study also showed that 64% of users college-educated, that median income is about $60,000, with 25% above $80,000, and 50% hold professional or managerial jobs.

In addition to this, Tom Hyland mentioned other trends.


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