More than 80% of the 16.5 million adults who manage personal investments online also access and spend money on entertainment-related Web sites, according to a study released yesterday.
The study, conducted by Cyber Dialogue, NY, also found that personal investment and entertainment users spend $673 a year online, $400 more than the average online user, and $350 more than the average entertainment user. This makes them an extremely valuable target audience, the study reasoned.
In addition, these users have been online an average of 3.5 years, versus 2.9 years for all users. The data also show that 41% of those same users report concern about their credit card information being stolen online, versus 54% among average users.
These users also represent a more intensive Internet user audience, spending 14.4 hours per week online vs. 11.2 hours for average users. As a result, investment and entertainment users are more accessible for advertising and cross marketing campaigns, potentially reducing cost of customer acquisition and retention, the study said.
Cyber Dialogue defines online personal investment users as Internet users who get stock or fund quotes, seek information for personal investments, or trade investments online.
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