Chapman article
mar...@openspace.com
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From C|Net: http://www.news.com/News/Item/0%2C4%2C17390%2C00.html?nd
>Study: Net reaching mass market
>By Janet Kornblum
>December 15, 1997, 5:30 p.m. PT
>Though it might be a while until the Net finds its way into 98 percent of
American households, where television is, it is firmly out of new-adopter
territory, according to a survey released today.
>
>By the end of this year, 18 percent of all households will be hooked up to
the Net, up from 13 percent last year. And by the year 2001, that number
will rise to 38 percent, according to research firm International Data
Corporation (IDC).
..
>Whereas a year ago, analysts talked about the market being filled with
early adopters, this year "it's reaching mass-market proportions," said
Jill Frankle, senior analyst with IDC. "I think '98 will be another big
year. As you have more and more content come online, it's really becoming
something that people want to use on a daily basis. It's no longer your
early adopters online. It's children and mass market."
..
>Those who have access also are using it on a regular basis. Sixty percent
of the households online were accessing the Net at least once each day,
Frankle said.
..
>Surprisingly, few of those surveyed said they were avoiding the Net
because of privacy or security concerns. Most said they were staying
offline because they didn't see a reason to go online or they didn't really
understand what the Internet is.
--
Martin T. O'Donnell <mar...@openspace.com>
VP Marketing & Business Development
OpenSpace Corp., Seattle
+1.206.667.0025, 0026 fax
Online Editors & Publishers: check out
_Industry News_ at http://www.openspace.com
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slai...@sportstrust.com
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>>Whereas a year ago, analysts talked about the market being filled with
>early adopters, this year "it's reaching mass-market proportions," said
>Jill Frankle, senior analyst with IDC. "I think '98 will be another big
>year. As you have more and more content come online, it's really becoming
>something that people want to use on a daily basis. It's no longer your
>early adopters online. It's children and mass market."
There was an article in yesterday's Wall Street Journal painting a rather
dismal picture of online advertising and DoubleClick in particular.
Saying there are a lot of people online might be like saying there are lots
of people using the telephone: the equipment is being used but it still
isn't the most attractive marketing medium.
Boosterism really doesn't help the cause right now. Practical solutions to
cashflow problems are the bigger concern for many online ventures.
Suzanne
_____________________________________
Suzanne Lainson
SportsTrust
Marketing: Integrated/Sports and Event/Online
P.O. Box 2071 Boulder, CO 80306
303 473-9884
slai...@sportstrust.com
_____________________________________
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