Are young, educated men being hurt by online usage?

Two interesting demographic articles caught my eye this week.

The first reported that the vast majority of ad clicks are generated by a small percentage of online users, according to a report from comScore, commissioned by ad agency Starcom and AOL's Tacoda. The study finds 80% of online ad clicks are generated by 16% of internet users. And that 16% is skewed toward young men that don't earn much money.

The second is that bloggers are also younger, better-educated, but earn less than the general US adult (18+) population.

Of users that blog occasionally or regularly (26 percent of those polled):

  • 53.7 percent are male.
  • Nearly half (44.7 percent) are married.
  • One in 10 (10.4 percent) are students.
  • 28.4 percent hold a professional or managerial position.

Bloggers have a lower average income than most adults ($55,819 vs. $56,811) and are better educated (14.3 years of education vs. 14.2).

They also tend to be younger, with an average age of 37.6, compared with 44.8 for the US adult population:

It would appear that these two groups are likely the same people. Why the lower income? Are they becoming apathetic by being online so long? Are they simply becoming more a part of the online community than the real world and thus making less "real world" income?

Read more at MarketingVOX here and here.

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