Use Of The Internet Essay, Research Paper
Users OF INTERNET
Nielsen Media Research, which began analyzing Internet use in
1994, reported that in 1995 40 % of Americans over the age of 12 had
entree to computing machines. ( Nielsen Media Research, July 1996 ) 10 % of
Americans over 16, were online at that clip. In their most recent
study, taken in December 1996 and January 1997, Nielsen reported
that 23 % of Americans over 16 are now Internet users, an amazing
rate of growing. At least 50.6 million Americans are now on-line,
harmonizing to Nielsen. ( Associated Press, March 13, 1997 ) & # 8220 ; At this
rate, within two old ages the citizens of internet will outnumber
all but the largest nations. & # 8221 ; ( Anderson, July 1, 1995, p. S4 )
Additionally, harmonizing to Nielsen, the figure of users who have
gone on-line looking for merchandise information grew from 19 % in 1995
to 39 % today. Still, merely 15 % of Internet users have really
purchased merchandises on-line, bespeaking that the concern value of
the Internet is in advancing merchandises, non in gross revenues. ( Associated
Imperativeness, March 13, 1997 )
Harmonizing to study consequences released by DeWitt Media in
February 1997, about two-thirds of all sellers have advertised
on the Internet. 54 % of those surveyed program to increase their
on-line advertisement budgets in 1997. ( On-line Selling Turning
Strong, January 21, 1997 ) In add-on, Advertising Age reported,
& # 8220 ; of the 100 Leading National Advertisers, 46 have purchased Web
advertisement & # 8221 ; through July 1996, and about all have corporate Web
sites. Many program to do on-line advertisement a line-item in their
budgets for the first clip this twelvemonth. ( Williamson, October 21,
1996 )
However, the study besides revealed that merely 11 of the top
advertizers in traditional media placed among Web publicizing & # 8217 ; s exceed
50 Spenders. 67 % of all on-line ad disbursement came from & # 8220 ; Web-based
companies, telecommunications companies or computing machine companies –
[ who ] have nil to lose and everything to derive by advancing a
networked, computer-based medium. & # 8221 ; ( Ibid ) Still, other companies
– fiscal services, travel, health care and amusement, for
case & # 8211 ; benefit from Internet ads. ( Ibid )
As for big-ticket points such as cars, Internet ads give
consumers a opportunity to entree merchandise information. Harmonizing to
Nielsen frailty president Paul Lindstrom, & # 8220 ; It & # 8217 ; s unrealistic to believe
there & # 8217 ; s traveling to be a big market to purchase a auto over the Web & # 8230 ; . & # 8221 ;
Lindstrom says that the value of the Internet is in advancing points
with brawny monetary value tickets. ( Associated Press, March 13, 1997 )
Harmonizing to study consequences released by DeWitt Media in
February 1997, about two-thirds of all sellers have advertised
on the Internet. 54 % of those surveyed program to increase their
on-line advertisement budgets in 1997. ( On-line Selling Turning
Strong, January 21, 1997 ) In add-on, Advertising Age reported,
& # 8220 ; of the 100 Leading National Advertisers, 46 have purchased Web
advertisement & # 8221 ; through July 1996, and about all
hold corporate Webs
sites. Many program to do on-line advertisement a line-item in their
budgets for the first clip this twelvemonth. ( Williamson, October 21,
1996 )
However, the study besides revealed that merely 11 of the top
advertizers in traditional media placed among Web publicizing & # 8217 ; s exceed
50 Spenders. 67 % of all on-line ad disbursement came from & # 8220 ; Web-based
companies, telecommunications companies or computing machine companies –
[ who ] have nil to lose and everything to derive by advancing a
networked, computer-based medium. & # 8221 ; ( Ibid ) Still, other companies
– fiscal services, travel, health care and amusement, for
case & # 8211 ; benefit from Internet ads. ( Ibid )
As for big-ticket points such as cars, Internet ads give
consumers a opportunity to entree merchandise information. Harmonizing to
Nielsen frailty president Paul Lindstrom, & # 8220 ; It & # 8217 ; s unrealistic to believe
there & # 8217 ; s traveling to be a big market to purchase a auto over the Web & # 8230 ; . & # 8221 ;
Lindstrom says that the value of the Internet is in advancing points
with brawny monetary value tickets. ( Associated Press, March 13, 1997 )
Advertisers are concerned with more than the size of the
Internet audience, which Numberss about one in four grownups in the
United States. Demographics and behaviour forms are besides important
to advertisement determinations. Work force, harmonizing to Nielsen, are still the
largest users of online services, but & # 8220 ; adult females, who merely five old ages
ago made up a bantam 10 % of the on-line universe, now are approaching para.
& # 8230 ; 42 % of online users are women. & # 8221 ; ( Ibid ) In response to this
tendency a figure of advertizers such as Kellogg, Bristol-Myers Squibb
and Express vesture, have late opened Web sites targeted to
adult females. ( Hodges, November 6, 1995, p. 30 )
Families with kids under 18 make up the largest Internet
endorsers at 62.8 % , harmonizing to Nielsen. ( Nielsen Media
Research, July 1996 ) The Internet is besides & # 8220 ; more attractive to
younger Americans: 33.1 % of 18-to-24-year-olds and 32 % of 25-to-
34-year-olds used it in 1995. & # 8221 ; ( Fawcett, October 16, 1995 ) In
add-on, merely under half ( 48.7 % ) of grownup Internet users have
college grades and 40.3 % are in professional or managerial
businesss. Further, more than half of all Internet families
study one-year incomes transcending $ 50,000. ( Nielsen Media Research,
July 1996 )
Nielsen besides reports that 25 % of all endorsers use their
on-line service at least every other twenty-four hours, and 50 % usage it at least
hebdomadally. About 15 % of Internet users have purchased goods online.
& # 8220 ; Items most often purchased include amusement points such
as books, Cadmiums, tapes and videocassettes ( 32 % ) , [ computing machine ] hardware/
package ( 21 % ) , and air hose tickets ( 14 % ) . & # 8221 ; Travel purchases in
general, including air hose tickets, hotel reserves and auto
leases, history for 31 % of all Internet disbursement, harmonizing to
Nielsen. ( Ibid )
Plants Cited
1. Adhost Client Services at hypertext transfer protocol: //adhost.com/service. hypertext markup language,
1997.
2. Anderson, Christopher, & # 8220 ; The Accidental Superhighway, & # 8221 ; The
