Most website communications strategies can be based on the answers to two questions:

Who is Using the Internet?

According to www.worldinternetstats.com 68% of North Americans are using the Internet (we will focus on North America because we are an English language company). Of these users, 89% of people with an annual household income of more than $75,000 are online and 88% of people with a college education are online. 78% of people aged 18 to 29 are online and 74% of people aged 30 to 49 are online. Users are more or less evenly split between rural and urban and male and female.

These demographics indicate that most sites should use language that appeals to younger and well educated audiences, who probably don