Entries Tagged 'Internet Use' ↓

Rogers, Waymond and Solomon Negash, “The Effects of Web-Based Technologies on Knowledge Transfer,” (November 2005).

Abstract.  Web-based technologies are entering into our lives at a rapid pace as well as impacting our learning habits.  Due to the arrival of powerful information technologies, major challenges to organizations are viewed as the producing and processing of knowledge.  Internet portals represent an extension of knowledge transfer for users.  Suppose you are an individual interested in learning more about the products/services of a company.  Will the information, service, and perceptions of the quality of the company’s web-based services strongly influence your decision to retain a company’s products/services?  Download pdf.

Hoffman, Donna L., WIlliam D. Kalsbeek, and Thomas P. Novak, "Internet and Web Use in the United States: Baselines for Commercial Development," (July 1996).

Abstract.  Tapping the enormous potential of the Internet as a commercial medium and market is proving to be challenging. Computer-mediated environments like the World Wide Web on the Internet are not well understood and possess unique characteristics which distinguish them in significant ways from traditional, physically-bound targets of opportunity. Electronic commerce, as a research area, a business and investment opportunity, and an entire new industry, is in its infancy. There is a great deal of uncertainty in this complex commercial environment, and very little solid information on which to base critical business decisions.

A wide variety of studies have suggested that the demographic characteristics of individuals are highly correlated with their use of the Internet. For example, previous research suggests that current Internet use is related to gender, education, income, race, occupation, and even geographic region, with some of the general conclusions being that males are more likely than females to use the Net, people with higher socioeconomic status are more likely to use the Net, and whites are more likely to use the Net (see, for example, Times Mirror 1995; Yankelovich Partners 1995). Recent research also suggests that the demographics of Internet use are shifting over time, with the result that the Internet appears to be going more "mainstream" in its demographic makeup and that this trend is likely to continue as the Internet moves toward critical mass as a commercial medium (Hoffman 1996).

Our objectives are twofold: 1) provide interested parties - consumers, market researchers, Internet-based business interests, investors, the media, and policymakers - with the accurate baseline numbers and marketing insights necessary to aid decision-making and stimulate inquiry in this complex and rapidly changing environment, and 2) demonstrate the difficulties and indeterminancies inherent in estimating a complex and moving target.  Download pdf. 

Download appendix containing supplemental tables.

The April 1996 working paper is an earlier, longer draft, which includes additional technical details not present in the final published version

Hoffman, Donna L. and Thomas P. Novak, "Wanted: Net.Census," (November 1994).

Abstract.  Companies want to do business on the Internet, but so far it's proven a tough target for spreadsheet jockeys. Without accurate numbers indicating the Net's size and market potential, many firms investigating electronic commerce are reluctant to invest in net.product development. Instead, with limited resources, investors may choose to direct funds to alternative new markets like so-called "interactive TV," which, though easier to measure and understand because they mirror traditional mass-media markets, do not possess anywhere near the Net's potential for growth, development, and reinvention of market systems.  Download pdf.

Hoffman, Donna L. and Thomas P. Novak, "How Big is the Internet?" (August 1994).

Abstract.  Peter Lewis of the New York Times caused a stir on the Internet with his August 10, front-page, article "Doubts are Raised on Actual Number of Internet's Users." Lewis cast doubt upon the commonly cited number of 20 to 30 million Internet users, quoting John Quarterman as saying "Suppose there were really only two million or three million." A deflation of market size by a magnitude of ten is certainly cause for alarm. But are there grounds to sound the alarm?  Download pdf.