2 Reports on Internet Use

[Terry Swarner]

>From Mercury Center   Two new US reports on Internet Use.  1st is a bit
alarming social oriented study.  The 2nd a surbey by Real Audio
sdupporting Real Audio.

Cheers -- Terry


Use Net Differrently:
http://www.wired.com/news/news/culture/story/15538.html

Ad Click from Local Media:
http://www.internetnews.com/IAR/1998/10/1204-best.html


Extract Use Net Differently:
The study, commissioned by Forrester Research of Cambridge,
Massachusetts, and  written by Forrester's director of quantitative
research Shelley Morrisette, noted profound differences between the two
types of Internet users

Morrisette discovered that newbies are more likely to be concerned about
security and privacy, and are less likely to click on ads, buy goods
over the Web, or divulge personal information to any source.

Internet veterans -- defined as those who have been online for three or
more years -- are more inclined to get their news, entertainment, and
information (particularly stock quotes and weather) online. Morrisette
reports that old hands, as a group, are younger, more affluent, better
educated, and more optimistic about technology than their older, less
tech-savvy surfing peers. They are more likely to enter personal
information, including credit-card numbers, into a Web site, although
that depends on who is requesting the info.

"Generally, the longer you've been online, the more likely you are to
give up personal info about yourself, but it varies according to what
company is requiring that information,"  Morrisette said. "If it's a
club or an affiliation group, users are very likely to give out that
info.  If it's an advertiser, the user is much less likely to give it
out."

Extract Ad Click:

Internet users who access the Web through local news sites are not only
a highly desirable audience for advertisers, they are proven online
buyers, according to a new study for The Real Media Network conducted by
The Laredo Group Inc.

The study found that Real Media's users are male (71%), baby-boomers
(60% over age 35), well educated (63% college educated), have high
incomes (average $74,900) and make online purchases (72%). For those
users in higher income brackets, making online purchases increases (83%
of those earning $150,000 or more have bought over the Web). In
addition, these users hold executive/managerial/professional jobs, are
employed full time and have significant interest in buying travel,
financial p;roducts, cars and computer equipment.