In
recent years, the Internet industry has grown tremendously and so has internet
usage. Internet is used not only as a source of information but also as a
platform to shop for goods and services. Therefore, it would be interesting to analyze the data collected from
1000 randomly selected Internet users(file
P2_43.xls ). The objective of this analysis is to understand the
profile of an internet user by analyzing various characteristics of the user.
Frequency table
Below is an analysis of Internet users based on age using frequency table. The frequency table shows that the maximum usage is made by people in the age bracket of 34 – 40. An important observation is that 45% of internet users fall in the age bracket of 22 – 40.
Frequency table for age
|
Category |
Frequency |
|
<=16 |
12 |
|
16- 22 |
144 |
|
22- 28 |
143 |
|
28- 34 |
133 |
|
34- 40 |
177 |
|
40- 46 |
167 |
|
46- 52 |
81 |
|
52- 58 |
46 |
|
58- 64 |
39 |
|
64- 70 |
39 |
|
70- 76 |
15 |
|
>76 |
4 |
Histogram
A
histogram is a graphical representation of the frequency table. As is seen from
below it is positively skewed meaning
that it has a single peak the age group of (34- 40) and that internet usage is
not spread evenly over the age ranges.
1.
From the
frequency table and histogram, we can clearly see that over 75 % of the internet
users lie in the “16- 46” age group. If marketers were to use this data, then
they should focusing their strategies to target this segment.
2.
However it is
surprising to see the low number of users in the below 16 age group. One would
expect a lot more users in this age group due to the easy access to the
internet in schools
Pie Chart
1.
A pie chart
representation of the internet users broken down by sex shows that men are in a
majority (61%) as compared to women. This could be due to various reasons such
as availability of time, and also access to internet at work etc, which
provides men more opportunities to use the internet.
2.
E-marketers
might be interested in slicing and dicing this data further by asking more
specific questions in the survey to understand purchasing habits of the
shoppers. Typically it has been found that men tend to shop more on the
internet as compared to women, because
women prefer to actually see and feel the products in a physical store
before buying it.
Scatter
Plot
What would be of interest to potential
marketers would also be the spending and purchasing capacity of the sample
group. So we plot a scatter plot of the age of the users and their income and
also a frequency/pivot table of the users by income and gender
1.
What is not
surprising is the fact that there are a lot of users (15%) in the 0-9999 income
range. This could be mainly due to the fact that lot of them are students and
have little or no income. Though it may appear that this segment may have
little or no purchasing power, they could influence major buying decisions in a home
2.
Approximately
50% of the internet users have an income in the range of 20000-59999. This would probably be the target segment
for a lot of marketers.
Pivot table /Pivot chart report
Gender v/s salary distribution
A gender v/s salary
chart shows that there is not significant difference in the percentage of men
or women in any income range, except for the fact that a significantly large
percentage of women (21%) are in the
20K-30K range as compared to men (16%). Similarly, 19% of the men are in the
50K-60K range as compared to 12% among women.
The information obtained from
the scatter plot and other charts would be useful when we target specific
products for a particular income range.
|
Count of Gender |
Gender |
|
|
|
Annual_Income |
F |
M |
Grand Total |
|
0-9999 |
14.80% |
16.12% |
15.60% |
|
20000-29999 |
8.42% |
9.54% |
9.10% |
|
30000-39999 |
21.17% |
15.95% |
18.00% |
|
40000-49999 |
4.85% |
5.26% |
5.10% |
|
50000-59999 |
12.24% |
19.08% |
16.40% |
|
60000-69999 |
9.69% |
7.73% |
8.50% |
|
70000-79999 |
7.14% |
5.26% |
6.00% |
|
80000-89999 |
6.12% |
5.59% |
5.80% |
|
90000-99999 |
4.59% |
3.62% |
4.00% |
|
100000-109999 |
4.34% |
5.10% |
4.80% |
|
110000-119999 |
3.06% |
4.28% |
3.80% |
|
120000-129999 |
1.53% |
1.15% |
1.30% |
|
130000-139999 |
1.79% |
0.82% |
1.20% |
|
140000-149999 |
0.26% |
0.49% |
0.40% |
|
Grand Total |
100.00% |
100.00% |
100.00% |
From the histogram below it can be concluded that single people tend to use the internet more than to people with families. If we compare this observation to that in the histogram shown above we could probably conclude that people in the age bracket of 16-22 could include kids who do tend make use of the internet a lot.
