Despite the popular view of the Internet as a young people's medium, among our respondents, older people are actually more likely to have bought things on-line, and they spend more per person. This perhaps shouldn't be so surprising. After all, older people on average have more spending power than the young. Wang agrees that, in his experience, Asians under 25 spend less on-line simply because they have less money, and are less attracted by the convenience of Internet shopping because they have more free time. However, Wang says some of the survey's findings on on-line spending among different age groups do not conform to what he has seen.
Print ads are a particularly effective way of reaching older people.
Overall, however, by far the most effective promotional method is to get other Web sites to link to your site. Review Publishing Company Limited, Hong Kong. All rights reserved.