ICOM Adds Home Studiers to TargetSource

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ICOM Information & Communications Inc., a Toronto-based database marketing solutions provider, said Friday that its TargetSource consumer responder database now has 335,000 self-reported names of home-study course takers.


TargetSource is a database of self-reported consumer responder information featuring 1,500 lifestyle, demographic, behavior and interest selections. The data are taken from a survey, The Shoppers Voice, which ICOM mails to 60 million households yearly. The survey generates an 18 percent response rate.


ICOM added questions about home-study courses in its latest Shoppers Voice survey. The breakdown of respondents claiming to be taking home-study courses was as follows:


· 50 percent are working women.


· 35 percent are single.


· 48 percent have children 18 and younger.


· 22 percent operate a home business or are self-employed.


· 13 percent are in sales or marketing.


· 59 percent own their apartment, condo or single-family home.


· 70 percent own a computer.


· 22 percent have confirmed opt-in e-mail addresses


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