In August 2009, Razorfish surveyed 1,000 U.S. consumers (50.5% female, 49.5% male) in four major age groups to understand how their adoption of Internet technology and services impacted the way that they engaged with brands.
The respondents were evenly split geographically among the 10 major U.S. metros and broader geographic representation.
To avoid duplicating the more broad-based work of Pew, Forrester, and other research firms, our goal was to survey what we call “connected consumers.” These are the people whom our clients are most interested in both understanding and reaching.
Key characteristics include:
- Broadband access
- Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, gifts, etc.)
- Visited a “community site” (MySpace, YouTube, Facebook, Yelp, etc.)
- Consumed or created some form of digital media, such as photos, videos, music, or news
Based on previous Razorfish consumer research, we have found that these “connected consumers” roughly mirror the U.S. population with broadband access. According to the Pew Internet & American Life Project, about 63% of all Americans today have a high-speed Internet connection, up from only 55% in 2008. This translates to roughly 200 million people, based on a July 2009 population estimate from the CIA World Factbook (total population 307,212,123, July 2009 estimate).