Seeking Across Mediums
Notes:
- Magazines and newspapers continue to be the major source of information gathering behavior.
However, online seeking of this information almost always performed more than finding the information
via direct mail. The Web excels at providing users with information about Web services (70.53%),
software (over $50 66.02%, under $50 59.99%), hardware (over $50 65.50%, under $50 50.87%),
travel arrangements (48.87%), and books/magazines (43.16%). For personal items like sunglasses,
traditional product information is used more than 3 times that of online sources (the biggest difference
between online and traditional sources). However, the gap reduces to under 10% for items like
software and hardware. Thus, as the diversity of products that are available online increases, the
turning of users to online sources to perform product research is expected to grow.
As reported in Product Information,, only 7.83% of the
users report never having used the Web to access product information.
For more information or to submit comments:
send e-mail to www-survey@cc.gatech.edu.
GVU's WWW Surveying Team
Graphics, Visualization, & Usability Center
College of Computing
Georgia Institute of Technology
Atlanta, GA 30332-0280