10/06/97 TABLE: BW/HARRIS POLL: A LOT OF LOOKING, NOT MUCH BUYING--YET

BW/HARRIS POLL: A LOT OF LOOKING, NOT MUCH BUYING--YET

Advertising on the Internet has been slow to evolve, but it's picking up speed. Some 80% of the Web surfers who responded to a recent Baruch College-Harris Poll commissioned by BUSINESS WEEK say they've seen ads online. More significantly, 49% say they have clicked on an ad for more information. Yet only 19% say they've purchased a product after viewing a cyber ad. In this survey of computer users examining Internet usage, some 48% say they cruise the Net, and they are spending so much time there that it's beginning to affect other parts of their lives. While basics such as sleeping, eating, and working have remained pretty much untouched, fully 48% of surfers say they now spend less time watching television, and 26% say they're reading less. ON OR OFF? USE DO NOT USE Do you personally use a computer, or not? 59% 41% SURF'S NOT THAT UP (If you use a computer) Do you personally use the computer to... USE DO NOT USE Access an online service such as America Online or CompuServe? 20% 80% Access the Internet or the World Wide Web? 48% 52% BUYER OR WINDOW-SHOPPER? (If you have gone online) Have you ever used the Internet, World Wide Web, or an online service to purchase anything, or not? Have purchased 19% Have not 81% BEEN THERE, SAW THAT (If you have gone online) Have you seen or noticed any advertising for products or services, or not? Have seen ads 80% Have not seen ads 20% MOUSE TRACKS (If you have seen ads) Have you ever clicked on any online advertising, or not? Clicked on advertising 49% Have not clicked 51% WHAT GRABS YOU? (If you clicked on ads) In general, what draws your attention to online ads most often? Is it interesting graphics, offers of information, promises of a free product or service, or something else? Interesting graphics 22% Offers of information 41% Promises of a free product or service 12% Something else 25% SEEN ANY GOOD ONES LATELY? (If you clicked on ads) How often do you click on them--often, sometimes, or rarely? Often 5% Sometimes 45% Rarely 50% MIXED SIGNALS (If you have seen ads) In general, would you agree or disagree with each of the following: STRONGLY SOMEWHAT SOMEWHAT STRONGLY DON'T AGREE AGREE DISAGREE DISAGREE KNOW Advertisements located on Web sites are useful sources of products and information 19% 52% 18% 9% 2% STRONGLY SOMEWHAT SOMEWHAT STRONGLY DON'T AGREE AGREE DISAGREE DISAGREE KNOW Advertisements located on Web sites are easy to ignore 29% 46% 18% 7% 0% JUST LOOKING (If you have seen ads) Have you purchased a product or service for which you saw online advertising, or not? Have purchased 19% Have not purchased 81% POINT OF SALE (If you have purchased anything) Did you purchase the product or service on the Internet, over the phone, in a retail store, or by mail? Internet 37% Phone 22% Retail store 31% Mail 10% IN THE SHOPPING CART (If you have purchased anything) What did you buy?* Airline tickets 3% Cars 7% Computer hardware 26% Music or books 17% Services 4% Software 14% Other (specify) 27% Don't know 3% THANKS BUT NO THANKS (If you have seen ads) Compared with ads on television, in print, or in other mediums, are you more or less likely to purchase something advertised on the Internet, the World Wide Web, or online services? More likely 18% About as likely 8% Less likely 74% KEEP IT FREE (If you have gone online) Would you be willing to pay user fees to support the Internet, World Wide Web, or online services if it meant avoiding online commercials, or not? Willing to pay user fees 29% Not willing to pay user fees 67% Don't know 4% THE 27-HOUR DAY? (If you have gone online) Does the time you spend on the Internet, World Wide Web, or online mean you spend less time... YES NO Watching Eating 7% 93% television 48% 52% Exercising 19% 81% Reading 26% 74% Working 10% 90% Sleeping 11% 89% HERE'S THE RUB (If you have gone online) How willing are you to share personal and financial information about yourself so that online ads can be targeted to your tastes and interests? Very willing 1% Not very willing 23% Somewhat willing 11% Not willing at all 65% *Multiple answers allowed; figures add up to more than 100% Survey of 1,002 adults, including 345 Internet/World Wide Web users and 280 who have seen online advertising, conducted Sept. 17-21, 1997, for BUSINESS WEEK by Louis Harris & Associates Inc. and Baruch College of the City University of New York.
EDITED BY KEITH H. HAMMONDS