These figures are prompting many businesses to enter the world of cyberspace. They are eager to advertise themselves to the yearning masses knocking at the door. However, who are those people who are currently using the internet?
Todays users for the most part are young, affluent, and well educated. This is a much sought after, well segmented demographic. However, the low percentage of female users is troubling to many advertisers considering that in most American households, females are responsible for the majority of buying decisions. The lack of female participation has been attributed in some part to lack of privacy on the internet as well as the vast amount of pornography. Many females feel alienated by the internet.
Despite these problems, the number of female users is expected to grow as more internet sites cater specifically to their interests. In addition, as the internet becomes more and more a part of daily society, security issues are less likely to be of concern.