back Netpop | Response - We developed Netpop | Response to investigate the relationship between smaller sites and online advertising. From over one hundred special interest categories, the 1,356 broadband users who participated in this study generated over 17,000 site “mentions,” spanning over 4,000 unique web domains. Each site mention was rated to understand how users react to the brands and products advertised on those sites In addition to special interests and size of site, Netpop | Response examines the impact of type of site (e.g., shopping or search engine), demographics, and psychographics on response to advertising among broadband consumers. Table of Contents | Charts and Tables Index Introduction             Foreword             Growth of Niche Sites             Response to Online Advertising High– Versus Low–Traffic Sites             Breakdown by Unique Web Domains             Breakdown by Site Mentions             Demographic Comparisons Response to Online Advertising             Overview             Overall Response             Response by Size of Site             Favorite versus Least Favorite Sites             In Their Own Words Response by Category             Response by Interest Category             Shopping Sites versus Other Major Category Sites             High– versus Low–Traffic Shopping Sites             Response by Online Spending Response by Demographic Groups             Gender             Age             Tenure Response by Psychographic Profiles             Netpop | Portraits Conclusions and Implications Appendix             Methodology             List of Charts and Tables Contact Media Screen
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