1 KentuckyConnect.com Visitor Statistics The Real Internet Action Is Local headline from The New York Times, Sept. 14, 1998

1 KentuckyConnect.com Visitor Statistics

The Real Internet Action Is Localheadline from The New York Times, Sept.

14, 1998


The Greatest Communication Medium of All Time

Web AccessWeb Access

109.9 million Americans are online today.

That’s 39% of all Americans over the age of 2.Neilsen NetRatings, Inc., 1999

?


Web AccessWeb Access

Lexington Metropolitan Area Adults With Web Access

y = 0.38Ln(x) + 0.0864

0%

10%

20%

30%

40%

50%

60%

70%

1994 1996 1998 2000

LexingtonForecast

Source: Customer Study, Clark, Martire & Bartolomeo, 1994, 1996, 1998.


46% of users had college degree in 1996, 36% in 1999

60% of HH reported incomes of $50K+ in 1996, 55% in 1999.

40% of newcomers never attended college, 23% have incomes below $30K

52% of newcomers are women

Web Usage-It’s not just for “techies” anymoreWeb Usage-It’s not just for “techies” anymore

Intelliquest/Pew Research Center for the People & the Press


Kentucky Connect VisitorsKentucky Connect Visitors

Users’ Origin Relative to KentuckyUsers' Point of Origin

40%

32%

9%18% 1% State

LocalNearby StateNationalInternational

72% of visitors from within KentuckyAvg. weekly visitors = 135,00043,200 local + 54,000 state = 97,200 in state weekly



Users’ Place of AccessAccess Site From

48%

15%2%

35% OfficeHomeSchoolMore than 1 place


1%

8%

24% 25% 27%

11%

4%

0%

5%

10%

15%

20%

25%

30%

<18 18-24

25-34

35-44

45-54

55-64

>65

1999


Dahlin & Associates, 1999 Editor & Publisher Survey

Average Age = 42 years old


7%

25%

29%

19%

11%

5% 5%

0%

5%

10%

15%

20%

25%

30%

< 20K $20 -$39K

$40 -$59K

$60 -$79K

$80 -$99K

$100 -$119K

>$120K

Percentage

Average Annual Income = $56,988

Online Adult DemographicsOnline Adult Demographics




Average User visits 20.8 times per month

12%

31%

32%

6%

7%

3%

1%

> 1x/day

1x/day

Several x/wk

1x/wk

Several x/mo.

1x/mo.

<1x/mo.

Percentage



79% of users have bookmarkedKentuckyconnect.com


Amount of Time Spent Weekly

28%

37%

23%

19%

29%

10%

12%0.20%

0.20%

4%

7%20%

8%

2%< 30 min.

30 - 60 min.

1 -3 hrs.

3 - 5 hrs.

5 -15 hrs.

15 - 20 hrs.

> 20 hrs.

KentuckyConnect %'s Internet %'s



Users spend 3 hrs. per week on Kentucky Connect. This is nearly twice the

national newspaper web site average.

Users spend 16 hrs. on average on the Internet;

allocating 18% of their web time to Kentucky Connect


On line Information Sought Past 4 Weeks

Source: 1999 Lexington Internet Survey, MC Squared Consulting




On line Information Sought Past 4 Weeks

Source: 1999 Lexington Internet Survey, MC Squared Consulting



How Users Have Changed Media HabitsMagazine Reading Time Due to Internet Usage

16%9%

75%DecreasedUsageIncreasedUsageAbout the same



How Users Have Changed Media Habits

Television Viewing Time Due to Internet Usage

8%58%

34%Decreased UsageIncreased UsageAbout the same




Newspaper Reading Time Due to Internet Usage

32%

19%

49% Decreased UsageIncreased UsageAbout the same




Radio Listening Time Due to Internet Usage

27%

4%69%

Decreased UsageIncreased UsageAbout the same


On-line advertising has value for building awareness and brand positioning as well. AOL.com study: TV recall, 1 viewing: 41% Banner ad, 1 viewing: 40%*Impacts TV shopping, direct mail purchases and store traffic.**

Advertising EffectivenessAdvertising Effectiveness

*Ipsos-ASI, AOL Study/**Cyber Dialogue


On Line Shopping &/or Purchasing Habitsof Kentucky Connect Users


Online PurchasesOnline Purchases

Kentucky Connect Users-Online Purchases

36%

64%

NoYes


Online PurchasesOnline Purchases

Kentucky Connect Users-Online Purchases

48%

22%

11%

9%10% Very Likely

Somewhat LikelyNo more or less likelySomewhat UnlikelyVery Unlikely


Shopping/Purchasing OnlineShopping/Purchasing Online

Kentucky Connect Users

62%

28%

64%

43%

33%

0%

10%

20%

30%

40%

50%

60%

70%

Dom. AirTravel

IntrntlAir

Travel

OvrngtHotel

Rentalcar

Vaca w/agent


Shopped &/or Purchased OnlineShopped &/or Purchased Online

Kentucky Connect Users-Financial Services

25%19%

23%24%

31%31%28%

0%5%

10%15%20%25%30%35%



Kentucky Connect Users-Consumer Electronics

32%

16%22%

25%

20%

28%

0%5%

10%15%20%25%30%35%



Kentucky Connect Users-Consumer Electronics

36%

17%15%19%21%

27%

0%5%

10%15%20%25%30%35%40%



Kentucky Connect Users-Computer Hardware

35%32%

42%

52%

34%

0%10%20%30%40%50%60%


Shopped &/or Purchased Online Shopped &/or Purchased Online

Kentucky Connect Users-Computer Software38%

36%

33%

35%

33%32%

29%30%31%32%33%34%35%36%37%38%



Kentucky Connect Users-Consumer Goods

38%36%

33%35%

33% 32%

42%

0%5%

10%15%20%25%30%35%40%45%


Purchased OnlinePurchased Online

Kentucky Connect Users-Number of Online Purchases Past 12 months

Average KentuckyConnect Userpurchased 5.3 times spending $270

over the past 12 months.


Advertising Placements


CategoryBanners on

Kentucky.com

Target your message on kentucky.com, the new portal site launchedOctober’99.


Target by category on kentucky.com.

CategoryBanners on

Kentucky.com

120 x 60buttons on

Kentucky.com


Target byContent Area on

Kentucky Connect

KYFootball.comKYHoops.comKYBlades.comKYHoofs.comBillyReed.comAfternoon UpdateHealth* Travel**coming soon


Herald-Leader Online Section

Banners

The Herald Leaderonline can be targeted by content area, just like thenewspaper.


468 x 60 banner

120 x 60buttons

88 x 31buttons

Text links

Marketplace Home Page


94% of all Web shopping comes at the expense of offline retailers.*

* - Jupiter Communications, a New York Internet Research Company


Kentucky.com can partner with you and your clients to market their online business. We offer sponsorships, banner campaigns, text links, and online promotions.

Our sites include:• Kentucky.com - the new Kentucky Portal• KentuckyConnect.com - original Internet news and sports content• Herald-Leader online - news content updated daily• JustGoKentucky - Statewide entertainment guide• Plus an assortment of classified sites, including Cars.com, Careerpath.com, Homehunter.com, Apartments.com and coming

soon NewHomeNetwork.com and Auctions.com

Documents

1 KentuckyConnect.com Visitor Statistics The Real Internet Action Is Local headline from The New York Times, Sept. 14, 1998