Therefore, we put great emphasis on being consumer-driven. Communicators, about a quarter of our market, are innovators who began using the Internet before the Web was cool and are very comfortable in these spaces. Information Seekers, another quarter of our audience, are less technologically oriented, include more females and spend much of their online time downloading applications and information, reading online publications and reviewing timely data sources. Browsers, who approach the 50 percent of our market, are split between male and female, are the least technologically adept and are more interested in general information and e-mail capabilities. Given this rather wide range of computing abilities and interests, we have designed our site for easy access, yet it is sufficiently rewarding to satisfy all but the most jaded users.
Speedy access is a primary concern.
While we try to keep information fresh to reward frequent visitors, we also want the site to be familiar to encourage repeat use. We approach the notion of helping or educating consumers from the perspective of creating an environment that is inviting and minimizes the intimidation factor. Ample advertising is in all media today about the Web, and corporations are driving their employees to use it. What's next is to help them feel in control once they get online. For the most part, that is where we come in.