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American Demographics, March 1, 2001 by Michael J. Weiss
TDS SHOPPER CLUSTERS: ONLINERS GROUP This segmentation system, which links the shopping behavior of MasterCard customers with survey data from Simmons Market Research Bureau, features three of 34 clusters dominated by online consumers.
Cyber Chic - young, high-income couples who are twice as likely as average Americans to buy online - especially stocks and airline tickets (1.5% of all Americans).
Clicks & Bricks - older, affluent Boomers who frequent both Web merchants and brick-and-mortar retailers at high rates (1.1%).
E-Generation - upscale singles and couples who devote the greatest portion of their total expenditures to online purchases - albeit still a modest 4 percent (3.5%).
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Source: Transactional Data Solutions [Note: The author of this article has worked as a consultant for TDS.]
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