Patricia Navone This is Me

 Web References

1. 1. Digitrends.net - Young Males Abound on the Net

   www.digitrends.net/marketing/1 - [Cached]

   Published on: 8/23/2001   Last Visited: 6/7/2002

   Patricia Navone is vice president of brand sales for San Francisco-based Winamp, a company that provides audio players for digital downloading and listening. Analysts currently estimate that nearly 50 percent of all Internet users are listening to music online (Arbitron/Edison, 2000) and in Winamp's case, five million registered downloads a year ago to over 30 million registered downloads today attests to the interest that this demographic has with music online.
   
   Navone says music has particularly strong appeal for the 18 to 34 male demographic because it's "hip, fun, young, sexy and new for this audience in an entertainment environment they trust." In addition, affiliation with and sponsorship of Internet music makes a personal connection for the advertiser with the 18 to 34 male demographic.
   
   Navone also believes men who are 18 to 34 years old are "primed" for being reached online by marketers and advertisers because this group turns to the Internet not only for their entertainment, but as the primary place they conduct most of their transactions, spending both more time and money online. "The mix of entertainment and the Internet is a powerful combination, creating just the kind of audience ‘stickiness' marketers desire, enabling them to reach light TV and radio users as more of their listening experience is online," she says.
   
   And as the digital music craze becomes increasingly widespread, she sees this group spending more time (and money) online.
   
   It's also evident that there's a huge difference between an 18-year-old consumer and a 34-year-old consumer.