NEOs plan and buy on the Internet

The Internet is far and away the dominant channel for NEOs. This is the world in which they, rather than institutions, are in control; in which they can define their own terms and design their own outcomes. Heavy Internet use (>8 times per week) is dominated by NEOs at 52% compared to 23% of the general population and only 10% of Traditionals. More than a third (38%) of NEOs have an Internet connection BOTH at home and at work compared to 22% of the population in general and 8% of Traditionals.

Making an actual online purchase is the critical test of commercial sustainability – and 79% of NEOs have made online purchases compared to 42% of the population and only 25% of Traditionals. Put another way, NEOs are 90% more likely than anyone else to buy a product or service over the Internet.