“Mass Market Joe” and “Mass Market Jane”

According to the US Census Bureau 1.4 billion credit cards are circulating here in the US. The Federal Reserve reports that $1.9 trillion is spent on those cards each year. Yet according to Forrester, only 7% of this is spent online. And they forecast by 2016 this percentage will only grow to 9%. The person I call “Mass Market Joe” or “Mass Market Jane” is the consumer who is spending 93% of $1.9 trillion offline. Who are they? I believe they are the consumer who simply does not trust the internet. The 2010 Census found that 80% of US households have a PC connected to the internet, yet 64% of American’s surveyed said they’ve abandoned a shopping cart check-out because they felt the site was either asking for too much information or they had security concerns.