The Global Internet Usage and Attitudes Report

A Study Among Consumers in 12 Countries

Response Analysis Corporation / MORI International

February 1998

Scope of the Project

(Number of Interviews with Internet Users/Approximate Projectable Adult Population/Participating Company)

2,045 Internet User Interviews / Projectable to Approximately 100 million Internet Users

Methodology

• Telephone interviews averaging 18 minutes with adults 18+ years old in households.
• Study/Questionnaire design by Response Analysis Corporation.
• Random sampling in most countries; panel approach in others.
• This report discusses current Internet users, potential users (those with interest in and/or access to the 'Net), and nonusers (those who do not use and are not interested in using the Internet).
• Results may not add to 100% because of rounding, multiple response, or the exclusion of "don't know" responses or refusal categories.

Shopping and Purchasing Online

Computer products, travel, banking, books, event tickets, and music are the most popular product and service categories on the 'Net.

While the same categories are popular across countries, users show varied interest in electronic commerce.

• Australia: The Australians say they are receptive to online commerce. Relatively few, though, have used the 'Net for shopping and purchasing.
• Canada: Few Canadians would purchase anything online. On many categories, half or more say they would not use the 'Net at all.
• Finland: The Finns are receptive to online purchasing, and fair proportions have already used the 'Net for shopping. Fifteen percent say they have purchased banking products online.
• France: The French are also receptive to electronic commerce; high proportions are currently using the 'Net to shop for, but not yet to purchase, many products.
• Germany: The Germans, like other Western Europeans, are receptive to online commerce, and healthy proportions have shopped online, though few have actually purchased yet.
• Greece: The Greeks are enthusiastic shoppers, but very few have actually purchased any products.
• Italy: Italian 'Net users are quite active; one in ten has purchased computer products, music, or books online.
• Japan: Japanese users are active shoppers and relatively active buyers. One user in ten has purchased computer products and/or books online.
• Netherlands: The Dutch are the most active Internet shoppers and buyers. Nearly two in ten have purchased computer products, books, and/or music online.
• Sweden: The Swedes are among the least active Internet shoppers. Few have used the 'Net for shopping, and even fewer have purchased online.
• U.K.: The British are among the less active shoppers and purchasers. Few have purchased anything online.
• U.S.: Americans are not particularly active Internet shoppers. Few have purchased online.#

Note: Consumers were read the product/service and asked whether they would use the Internet for information only on that product/service, both information and purchase, or neither. They were also asked to identify the items they had already gathered information on or purchased. The reader will note that some countries required a response on the first three categories, then added the latter two, while others treated these as exclusive categories.

Shopping and Purchasing Online (U.K.)