Notes

Not Clicking Online: Forrester Research Inc. reports that leading brands in the brick-and-mortar world are of little consequence to many younger consumers who spend significant amounts of time online. “We were very surprised to find that some of the hottest brands in the off-line world have no online value among young consumers,” said Shelley Morrisette, director of quantitative research at the Cambridge, Mass.-based research firm. Forrester divided young consumers into two groups--Netizens, who spend 10 or more hours each week online and whose behavior is significantly influenced by the Web, and “Cliquers,” consumers who spend less time online and integrate online experiences into their real-world lives.

Forrester estimates that 12.4 million consumers between the ages of 16 and 22--nearly 47% of the age group--regularly venture online. Between them, Forrester said, Netizens and Cliquers boast mean yearly income of $3,000, representing a $37-billion market.