New research findings released by DoubleClick Inc. found that 39% of consumers defined as heavy Internet users who go online 19 days or more per month account for 73% of all Web pages viewed.
Not surprisingly the odds of online advertising reaching a heavy Internet user are higher than reaching a light Internet users who go online 11 or fewer times per month. But that doesn’t necessarily mean reaching an intended target.
The best way to reach both heavy and light Internet users is to place online advertising on Web sites with specialized content, where the probability of reaching an intended target is higher, for reaching light and heavy Internet users.
The study conducted jointly by DoubleClick and ComScore Media Metrix recommended that online advertisers seek a balance between heavy and light Internet users to extend online advertising reach the most effectively.
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