GVU's Tenth WWW User Survey Graphs

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Direct Marketing

I like receiving mass postal mailings that were specifically targeted to my demographics



Direct Marketing

Direct Marketing

Frequency Percent Valid Percent Cumulative Percent
Valid Agree Strongly 29 2.0 2.0 2.0
Agree Somewhat 177 11.9 11.9 13.9
Neither Agree or Disagree 171 11.5 11.5 25.4
Disagree Somewhat 323 21.8 21.8 47.2
Disagree Strongly 760 51.3 51.3 98.5
No Opinion 22 1.5 1.5 100.0
Total 1482 100.0 100.0

Direct Marketing

Direct Marketing
Location Frequency Percent Valid Percent Cumulative Percent
. Valid Agree Strongly 2 8.3 8.3 8.3
Agree Somewhat 7 29.2 29.2 37.5
Neither Agree or Disagree 1 4.2 4.2 41.7
Disagree Somewhat 2 8.3 8.3 50.0
Disagree Strongly 10 41.7 41.7 91.7
No Opinion 2 8.3 8.3 100.0
Total 24 100.0 100.0
USA Valid Agree Strongly 23 1.9 1.9 1.9
Agree Somewhat 145 11.9 11.9 13.7
Neither Agree or Disagree 140 11.4 11.4 25.2
Disagree Somewhat 273 22.3 22.3 47.5
Disagree Strongly 624 51.0 51.0 98.5
No Opinion 18 1.5 1.5 100.0
Total 1223 100.0 100.0
Europe Valid Agree Somewhat 15 11.7 11.7 11.7
Neither Agree or Disagree 18 14.1 14.1 25.8
Disagree Somewhat 27 21.1 21.1 46.9
Disagree Strongly 66 51.6 51.6 98.4
No Opinion 2 1.6 1.6 100.0
Total 128 100.0 100.0
Other Valid Agree Strongly 4 3.7 3.7 3.7
Agree Somewhat 10 9.3 9.3 13.1
Neither Agree or Disagree 12 11.2 11.2 24.3
Disagree Somewhat 21 19.6 19.6 43.9
Disagree Strongly 60 56.1 56.1 100.0
Total 107 100.0 100.0

Direct Marketing

Direct Marketing
Gender Frequency Percent Valid Percent Cumulative Percent
. Valid Agree Strongly 2 8.3 8.3 8.3
Agree Somewhat 7 29.2 29.2 37.5
Neither Agree or Disagree 1 4.2 4.2 41.7
Disagree Somewhat 2 8.3 8.3 50.0
Disagree Strongly 10 41.7 41.7 91.7
No Opinion 2 8.3 8.3 100.0
Total 24 100.0 100.0
Female Valid Agree Strongly 6 1.3 1.3 1.3
Agree Somewhat 47 10.3 10.3 11.6
Neither Agree or Disagree 46 10.1 10.1 21.7
Disagree Somewhat 93 20.4 20.4 42.0
Disagree Strongly 254 55.6 55.6 97.6
No Opinion 11 2.4 2.4 100.0
Total 457 100.0 100.0
Male Valid Agree Strongly 21 2.1 2.1 2.1
Agree Somewhat 123 12.3 12.3 14.4
Neither Agree or Disagree 124 12.4 12.4 26.8
Disagree Somewhat 228 22.8 22.8 49.6
Disagree Strongly 496 49.6 49.6 99.1
No Opinion 9 .9 .9 100.0
Total 1001 100.0 100.0

Direct Marketing

Direct Marketing
Age Groups Frequency Percent Valid Percent Cumulative Percent
. Valid Agree Strongly 3 5.8 5.8 5.8
Agree Somewhat 7 13.5 13.5 19.2
Neither Agree or Disagree 6 11.5 11.5 30.8
Disagree Somewhat 4 7.7 7.7 38.5
Disagree Strongly 30 57.7 57.7 96.2
No Opinion 2 3.8 3.8 100.0
Total 52 100.0 100.0
11-20 Valid Agree Strongly 2 2.5 2.5 2.5
Agree Somewhat 17 21.5 21.5 24.1
Neither Agree or Disagree 9 11.4 11.4 35.4
Disagree Somewhat 13 16.5 16.5 51.9
Disagree Strongly 33 41.8 41.8 93.7
No Opinion 5 6.3 6.3 100.0
Total 79 100.0 100.0
21-25 Valid Agree Strongly 5 2.7 2.7 2.7
Agree Somewhat 19 10.4 10.4 13.1
Neither Agree or Disagree 23 12.6 12.6 25.7
Disagree Somewhat 45 24.6 24.6 50.3
Disagree Strongly 89 48.6 48.6 98.9
No Opinion 2 1.1 1.1 100.0
Total 183 100.0 100.0
26-50 Valid Agree Strongly 16 1.8 1.8 1.8
Agree Somewhat 94 10.5 10.5 12.3
Neither Agree or Disagree 101 11.3 11.3 23.6
Disagree Somewhat 208 23.2 23.2 46.8
Disagree Strongly 467 52.2 52.2 99.0
No Opinion 9 1.0 1.0 100.0
Total 895 100.0 100.0
50+ Valid Agree Strongly 3 1.1 1.1 1.1
Agree Somewhat 40 14.7 14.7 15.8
Neither Agree or Disagree 32 11.7 11.7 27.5
Disagree Somewhat 53 19.4 19.4 46.9
Disagree Strongly 141 51.6 51.6 98.5
No Opinion 4 1.5 1.5 100.0
Total 273 100.0 100.0

Direct Marketing

Direct Marketing
Experience Frequency Percent Valid Percent Cumulative Percent
. Valid Agree Strongly 2 8.3 8.3 8.3
Agree Somewhat 7 29.2 29.2 37.5
Neither Agree or Disagree 1 4.2 4.2 41.7
Disagree Somewhat 2 8.3 8.3 50.0
Disagree Strongly 10 41.7 41.7 91.7
No Opinion 2 8.3 8.3 100.0
Total 24 100.0 100.0
<1 Year Valid Agree Strongly 4 2.1 2.1 2.1
Agree Somewhat 22 11.3 11.3 13.4
Neither Agree or Disagree 21 10.8 10.8 24.2
Disagree Somewhat 26 13.4 13.4 37.6
Disagree Strongly 110 56.7 56.7 94.3
No Opinion 11 5.7 5.7 100.0
Total 194 100.0 100.0
1-3 Years Valid Agree Strongly 1 .2 .2 .2
Agree Somewhat 64 14.3 14.3 14.6
Neither Agree or Disagree 61 13.7 13.7 28.3
Disagree Somewhat 100 22.4 22.4 50.7
Disagree Strongly 214 48.0 48.0 98.7
No Opinion 6 1.3 1.3 100.0
Total 446 100.0 100.0
>4 Years Valid Agree Strongly 22 2.7 2.7 2.7
Agree Somewhat 84 10.3 10.3 13.0
Neither Agree or Disagree 88 10.8 10.8 23.7
Disagree Somewhat 195 23.8 23.8 47.6
Disagree Strongly 426 52.1 52.1 99.6
No Opinion 3 .4 .4 100.0
Total 818 100.0 100.0

Direct Marketing

Direct Marketing
Skill Level Frequency Percent Valid Percent Cumulative Percent
. Valid Agree Strongly 2 8.3 8.3 8.3
Agree Somewhat 7 29.2 29.2 37.5
Neither Agree or Disagree 1 4.2 4.2 41.7
Disagree Somewhat 2 8.3 8.3 50.0
Disagree Strongly 10 41.7 41.7 91.7
No Opinion 2 8.3 8.3 100.0
Total 24 100.0 100.0
Novice Valid Agree Strongly 5 2.5 2.5 2.5
Agree Somewhat 20 10.0 10.0 12.5
Neither Agree or Disagree 21 10.5 10.5 23.0
Disagree Somewhat 31 15.5 15.5 38.5
Disagree Strongly 112 56.0 56.0 94.5
No Opinion 11 5.5 5.5 100.0
Total 200 100.0 100.0
Intermediate Valid Agree Strongly 8 1.9 1.9 1.9
Agree Somewhat 48 11.7 11.7 13.6
Neither Agree or Disagree 48 11.7 11.7 25.2
Disagree Somewhat 70 17.0 17.0 42.2
Disagree Strongly 233 56.6 56.6 98.8
No Opinion 5 1.2 1.2 100.0
Total 412 100.0 100.0
Experienced Valid Agree Strongly 9 1.6 1.6 1.6
Agree Somewhat 65 11.7 11.7 13.3
Neither Agree or Disagree 61 11.0 11.0 24.3
Disagree Somewhat 151 27.2 27.2 51.4
Disagree Strongly 268 48.2 48.2 99.6
No Opinion 2 .4 .4 100.0
Total 556 100.0 100.0
Expert Valid Agree Strongly 5 1.7 1.7 1.7
Agree Somewhat 37 12.8 12.8 14.5
Neither Agree or Disagree 40 13.8 13.8 28.3
Disagree Somewhat 69 23.8 23.8 52.1
Disagree Strongly 137 47.2 47.2 99.3
No Opinion 2 .7 .7 100.0
Total 290 100.0 100.0


Source: GVU's Tenth WWW User Survey (Conducted October 1998)
URL:http://www.gvu.gatech.edu/user_surveys/
Copyright 1998 GTRC - ALL RIGHTS RESERVED
Contact: www-survey@cc.gatech.edu

For more information or to submit comments:
send email 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