Sources Used In Purchasing
Notes:
- For this question, higher numbers indicate increased frequency (1 - 'hardly ever' though 5 - 'once a week').
Within the past six months, people report using commercial WWW (2.98) sites more frequently in making
purchasing decisions than direct mail brochures (2.6), non-commercial WWW sites (2.74), and commercial
online services (1.66). Still, articles in newspapers and magazines (3.52) remain the most popular source consulted in
making purchasing decisions. Just the same, the use of commercial Web sites is encouraging, as use is up from a year ago
(2.6 Fourth Survey). Users indicate that they will consult sources regardless of type slightly more in
the next sixth months than their past use of the sources indicate. This pattern of over-anticipating the consulting
of sources has been observed in previous surveys.
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