Latest 1998 Survey Reports:
62 Million American Adults Currently
Access The Internet/Online Services
Growth of the online population is anticipated to remain strong, with 7 million adults reporting plans to go online within the next six months. If these people follow through with their intentions, the number of wired U.S. residents could approach 70 million by mid-year. This would amount to a doubling of the online population from when IntelliQuest began studying the medium in the second quarter of 1996.
The fourth quarter marked the first time that Internet/online services users accounted for more than half of computer users, as compared to only 40% one year ago. This increase underscores the growing role of the Internet in users’ business and personal lives. The Internet/PC user percentage is expected to continue to increase as the Internet continues to be integrated into everyday life activities such as communication, shopping and information retrieval.
Another key finding from the study was that online services’ popularity among new users is eroding. One year ago, approximately 70% of users first accessed through an online service, whereas this holds true for only 61% of today’s users. Further, when asked what type of provider they would prefer, users’ and intenders’ first choice of providers was an ISP, followed by their local telephone company and then a commercial online service. Users and intenders based their choice upon their familiarity/comfort/satisfaction levels, as well as cost and convenience.
These results announced today are from the most recent wave of IntelliQuest's Worldwide Internet/Online Tracking Service (WWITSTM), the most comprehensive study of its kind. The study generates in-depth profiles of Internet and online user demographics, usage patterns, brand awareness, satisfaction rates and growth trends.
IntelliQuest’s WWITS study provides leading technology and online companies such as CNET, Compaq, Netscape and Sprint with consistent, longitudinal and highly accurate tracking of the online population. Additional highlights of the findings for the fourth quarter of 1997 include:
Rigorous Methodology, Unique Focus
The study is unique in its coverage of both users and non-users of the Internet and online services, as well as its coverage of home, business and school usage. While much current industry research focuses on total usage metrics, the WWITS study allows for analysis and projection of differentiated market segments identifiable by demographics, usage patterns or user attitudes.
The study was designed cooperatively with industry vendors who provided initial funding and questionnaire support, and is available to additional business subscribers. In addition to the U.S. study, conducted quarterly, baseline data for online usage is available for France, Germany and the UK.
For more information
Headquartered in Austin, Texas with offices in Atlanta, Georgia, Redwood City, California and London, England, IntelliQuest provides information-based marketing services to the technology industry. IntelliQuest uses its proprietary databases and software to help technology companies track product performance and customer satisfaction, measure advertising effectiveness, assess brand strength and competitive position, determine price sensitivity, and evaluate new products, markets or other business opportunities. IntelliQuest licenses custom proprietary software applications and associated services to technology manufacturers for electronic product registration. Zona Research, a wholly-owned subsidiary of IntelliQuest, provides qualitative and quantitative information and advice to the Internet industry. IntelliQuest has over 400 employees worldwide.
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Products and company names listed are trademarks or trade names of their respective companies.
© Copyright 1997, IntelliQuest, Inc.
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