Inter Comm174 97 Global Communications Congress & Exhibition

This poll was conducted by Angus Reid Group on behalf of the the Canadian Advanced Technology Associaiton (CATA) at the Inter Comm174 97 Global Communications Congress & Exhibition between Feb 26 and 28. 371 persons were interviewed in-person about a variety of issues concerning the Internet and digital commerce.

This press release is also available at CATA's site. Details of the Congress are available at Inter Comm174 97

This press release is a highlight of the findings. A detailed methodological description can be supplied upon request. Tables accompany this press release and are available for viewing and printing. Table Set 1 cross-tabulates the questions by web usage, web purchasing behaviour and whether or not the respondent's business has or plans to have a transactional web site. Table Set 2 cross-tabulates the questions by whether the respondent influences or makes the final decision regarding their business's telecom needs, by whether or not they own a business, the size of business for which they work, and whether they work in the telecommunications industry.

Highlights

Attendees at Inter Comm174 97 are among the most wired people in the continent. They access the web at higher rates than usually found, are swiftly embracing digital commerce and are much more likely to make on-line purchases using their credit card than are general users of the web.

A good proportion of those attending either have a transactional website or are planning to have one. For this group, ensuring their transactional web is hosted in-house is key concern. Outsourcing of transactional webs seems to be distrusted by a significant number.

There was also a significant group of attendees who influence or make the decision to purchase long distance services. Among this group there is a strong likelihood of switching their long distance supplier in the next 12 months -- especially among those representing companies with fewer than 50 employees.

Who We Interviewed

The majority of those interviewed (61%) were visitors to the trade show, almost a quarter (23%) were exhibitors, 12% were delegates and 4% were speakers.

A third of those interviewed (33%) own their own business, and these individuals represented smaller businesses with 61% of the business owners employing fewer than 50 people. Those attending the show who were employees were from much larger companies

Inter Comm174 97 drew attendees from all sizes of companies. 42% were from smaller companies with fewer than 50 employees, 21% were from mid-sized companies with between 51 and 500 employees, and 35% were from companies with more than 500 employees.

There is a geat deal of interest in telecommunications from among those not strictly engaged in the telecommunications industry. 37% of those interviewed reported they worked in an industry other than telecommunications.

Additionally, 38% of trade show attendees were from outside British Columbia, the host province. Those attending from outside the province were more likely to be from a larger than a smaller company.

This is a very well-paid group of people. 60% of those attending the show reported a household income exceeding $60,000 and 25% indicated their household income is greater than $100,000. These incomes far exceed that found among the general population, and indeed is higher than the incomes Angus Reid Group has found in its work with the general population of Internet users.

Web and Internet Access

Web usage among those attending is high, with 84% reporting they personally use the web.

Half those attending the trade show (48%) dial into the Internet using a modem. And unlike the general population of Internet users where half dial up using a 14.4 kbs or slower modem, trade show attendees access the net at much higher speeds: 77% are using a 28.8 kbs or faster modem.

Internet Use

Most of those attending the show were in business. 44% reported using the Internet for business purposes only and 29% indicated they mixed business and personal use.

Internet Payment

Given the high proportion of business use of the Internet among those attending the show, it is not surprising that 70% report their employer pays for their access. Still, 23% are paying for their own access.

Digital Commerce

Advertising is having an effect upon show attendees who use the Web. 6 in 10 (61%) have requested information about a product or service they have seen advertised on the Web. This is only 32% among the general population of Web users polled in September 1996 by Angus Reid Group.

The volume of Web purchases is not yet high. Among Web browsers at the show, 27% report having made a purchase on-line, and among these people, the average number of purchases is 5. In comparison, among the general population of Internet users, only 15% reported having made an on-line purchase, and that only once.

Among those show attendees making on-line purchases, three quarters used their credit card, and almost 6 in 10 (57%) gave their credit card information on-line at the time of purchase

As in any purchase transaction, however, a range of payment options is very important, because 38% are still uncomfortable with providing credit card information on-line.

42% of those who have made a purchase indicated they spent in excess of $200 the last time they made a purchase. The median amount spent is $103.

Using a very conservative average, the 80 people who could recall how much they spent represent $17,950 in purchases.

Product and brand names are critical ways for people to find their purchases on the net. Branding is a key way to cut through the clutter. 27% searched for their purchase by company name and 24% searched for a product name.

The convenience of shopping on-line is growing. While 42% of those who made a purchase could have found that product at a physical location in their town or city, they chose to make the purchase on-line.

53% could not have found that product physically.

Transactional Webs

There is a strong desire among companies with transactional webs, and those considering such webs, to have the web hosted in-house.

A quarter of those attending the show (26%) reported their company maintained a transactional web. Of these who companies who have a transactional web, 7 in 10 (72%) have their web based in-house.

For those few who out-source their transactional webs, an ISP is the choice for hosting their web for 8 in 10.

Of the 67% of attendees whose company does not currently have a transactional website, 4 in 10 (39%) reported their company plans to create one. For most of these (64%) is is important that their transactional web be based in-house.

Long Distance

Inter Comm '97 attracted a considerable number of long distance decision makers.

Among those attending the trade show, 48% reported they have some influence or make the final decision regarding long distance service in their company.

The long distance market continues to display volatility, with 5% of trade show attendees very likely and 12% somewhat likely to switch their LD supplier in the next year. Among those influencing or making the LD decision, the level of switching likelihood is even higher.

The likelihood of switching is highest among those who own their own business -- and especially smaller businesses with fewer than 50 employees.

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