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Kijiji/Leger study says over-30s going local online

Briefs | 02/07/2007 5:00 am EST

Although online networking is commonly considered to be a phenomenon driven by the under-25 set, a Leger Marketing study commissioned by online local advertising firm Kijiji Canada says that nearly three-quarters of Canadians 30 and older look to the Internet for local news, products for sale, and other information. Other findings include that 70% of respondents 30 years old say the Internet is their main go-to source for information on local services, and 20% of respondents have met someone online who lives in their area. British Columbians proved to be the most enthusiastic about online community resources, Ontarians reported they did the most online searching for purchases, and Quebeckers made the greatest use of online classifieds. Perhaps more disturbingly, 28% of all respondents said they feel more at home in their online "neighborhood" than in their bricks-and-mortar one.

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