Hitwise Intelligence - LeeAnn Prescott - US
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December 21, 2006
On Entering a New Age Group
This weekend I will officially enter a new age group, according to Hitwise demographic age breaks. Using our reverse demographic search tool, I decided to take a look and see how my online habits will change based on leaving the 25-34 group and entering the 35-44 group.
What surprised me the most was how much I was missing of web activity for the typical 25-34 year old woman. According to a 2002 study by the National Center for Health Statistics, the average age of a woman having her first baby is 25. Thus it should not be surprising that the Internet activity of many 25-34 year olds is related to pregnancy, babies, and small children, and that 35-44 year olds would be likely to be conducting activity related to tweens and teens. In the table below, I've listed some of the top sites visited by each age group. In Hitwise, I went to Find > Websites by Demographic Composition and selected the age group and category of sites I wanted to look at.
A definite shift is noticeable between the two groups for Apparel, House & Garden, Food & Beverage, and Women's Sites in regards to age of children. In the past year I should have shifted from babystyle to Abercrombie Kids, Pottery Barn Kids to PB teen, and Gerber to Pringles. Even my vacation destinations should have shifted from the couples-only Sandals Resorts to local destinations where I can take the whole family.
Since I have no children or any on the way, I guess I should give up the Goth lifestyle for a pet, leave the trashy Perez Hilton and lightweight Daily Candy behind and start reading the more serious Consumerist and join BlogHer. I will toss my funky Z Gallerie furniture for more traditional pieces from Lane. I will probably not ever visit the Van Halen News Desk or Kiss Online, but happily switch the Bud for Jack Daniels as I think Fertile Thoughts.
Posted by LeeAnn Prescott at 07:44 PM
Posted to Audience
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