The State of the Net

We have heard that the Internet is populated primarily by teens and techies and we have also heard the opposite--that virtually everyone is logging on. The international market research company FIND/SVP made it its business to investigate the truth between these two extremes. Now Peter Clemente shares FIND/SVP's findings in this comfortably readable reference.

Clemente's market research background shows through as he focuses on those who need to understand and communicate with the Net population. He makes The State of the Net an essential reference for those wanting to build a business online, but also useful for academics and social activists who need to know what is reasonable to expect from Internet-based communication. Clemente divides the total number of Net users into four subpopulations with distinct reasons for being online: for personal interests, for personal business concerns, as part of their corporate employment, and as part of their academic careers.

The State of the Net examines each population segment in detail, noting what they do online, what they like and dislike about the Net, their demographic and psychographic profiles, the percentage of women in each group, the amount of time spent online, who is purchasing products through the Net, and more. Clemente includes useful sections on the world of Internet marketing and how to make sense of the market for Internet information. The narrative is enhanced by an abundance of charts, graphs, and tables to make the richness of information all the more easily accessible.

Some of the information is likely to be surprising. For example, despite all the talk about consumers being hesitant to use their credit cards online, FIND/SVP's research showed that 65 percent of online purchasers have used their credit cards. (Clemente even gives a percentage breakdown of which cards were used.) And while only 12 percent of corporate users have made purchases online, 38 percent of those online for personal business reasons have. The research in this book shows that it is indeed possible to conduct business profitably online--but it's not as easy as some would have you believe. Having the right information and identifying your audience is crucial, and that's what Clemente helps provide.