Internet Usage - Top Line Summary

6,400 questionnaires sent on 10/1/96, and 1,994 reply's were processed on 10/15/96. Of those who responded:

• 61% of respondents access the internet every day
  15% access the internet once a week.
• 89% use email very often and
  80% visit web sites very often.
  70% never visit Chat Rooms
• 54% report that they purchase things over the internet.
• The most purchased items over the internet are (multiple responses):
  34% Computer hardware/software
  28% Leisure items (books, games, toys, etc.)
  18% Personal items (clothing, jewelry, etc.)
  12% Travel items (airline tickets, hotel accommodations, etc.)
• While the reasons for purchasing on-line range from convenience to uniqueness of items, the biggest reason for not purchasing on-line is that:
  23% don't trust internet security.
• 64% report that they intend to purchase goods on-line in the future.
• The reasons for repeat visits to a particular web site are (multiple responses):
  77% News/dynamic information
  72% Search engines
  69% Reference material/trivia
  63% Entertainment
• 88% Cruise the net with graphics turned on.

You can have the entire report, which includes crosstabs, tables, and demographic information for $850. The report contains detailed information about Internet users, their habits, opinions, and their equipment. For information, please call Janet Westergaard at 310-373-1894 (she'll usually answer her phone between 8:30a.m.-5:00p.m. PST), or send her an email message at westergaard@mindspring.com.

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