Pricing Competition Comes from All Sides

Who is getting online is changing, too. The Pew Internet Survey shows that in 2000, the average was that 46% of the public was online. Today, it is 76%. The most important categories in terms of print are the 50-64 and 65+ age groups. These are the groups whose stability, higher incomes, wealth, and education were to be the bedrock on which print materials of all types could depend on for a sustainable future. Of the 50-64 group in 2000, 36% were online; by 2006, that had almost doubled to 71%. The 65+ group had only 12% of its cohort online in 2000; by 2006 that had almost tripled to 32%. The exact demographic profile, income, wealth, and education, were the same factors that sent them online.