Jupiter & Yahoo! Release Survey Snapshot

Home Users Comprise Surprisingly High Percentage of Web Universe

October 26, 1995 -- Home-based accounts were the primary access method to
the World Wide Web for 55 percent of respondents in an online survey of
users of the Yahoo! World Wide Web site. More than 60,000 respondents took
part in two surveys distributed online. The full results of the survey
will be published in THE YAHOO!/JUPITER WEB USER SURVEY. THE
YAHOO!/JUPITER WEB USER SURVEY is designed to be the most complete
explication of the demographics and habits of the World Wide Web
community. The report, a joint venture between Yahoo! and Jupiter
Communications, gives a sharply focused picture of who is using the Web
today, what they are doing, what they want to do, and where the medium is
headed through the end of the decade.

"The large numbers of current users accessing from home validates the
notion that the Web is truly a developing consumer medium," said Jupiter
managing director Kurt Abrahamson. "The World Wide Web will be a
transactional platform and a vital advertising venue. The survey results
back up the strength of the Web for all sorts of commercial ventures aimed
at consumers."

Key Findings

Below are just a handful of the literally dozens of newsworthy and
business-plan worthy findings from the study. 

Location of Access

Home Is Predominant Access Point: While the home is the primary access
point for 55 percent of respondents, the vast majority (85 percent) have
some access from the home. This portends the emergence of the Web as a
mass market phenomenon, not just a curiosity that people access because
they happen to have access at work or school. Acquiring a home account is
a proactive choice that most current Web users have made.

Online Services Still Providing Few Users to the Web: Fifty percent of
respondents state they primarily access the Internet/Web via direct dial
through an Internet access provider. Forty percent access through their
employer or educational institution's continuous access. Eight percent
report their primary access is through a commercial online service. This
shows that the huge potential market of consumer online service
subscribers (approaching 9 million subscriptions by year's end) has not
really begun to migrate to the Web yet. If this group joins the early
adopters, the universe of Web consumers may double or triple in size in
short order.

Demographic Profile

Web Users Educated, Affluent: The profile of the Yahoo! survey respondent
is single American male between the ages of 25 to 34 in a professional
managerial career with an income between $35,000 to $49,999 and at least a
college degree. This supports the perception that Web users are positioned
to be Web and online consumers. This demographic has the disposable income
and the inclination to do transactions online. 

Dual Computer Owners Widely Found: Forty-six percent of survey respondents
have two or more computers in their household. In other words, they have
much more technology in their homes home than most people in the general
population. With multiple computers, these households will tend to have
multiple online accounts and will pay more, on a monthly basis for Web and
online services.

Method of Access

Online Services Have Wide Penetration Among Web Users: Six in ten users
have access to a commercial online service. 

Web Newcomers Abound: The majority of respondents have been on the Web for
less than a year. They use online services or the Web more than once a
day, and spent at least one hour during their last online session. 

Substantial Time Online For Average Users: The average user's online time
per week is approximately 20 hours.

Average Online Session Lasts More Than an Hour: The average users' last
online session lasted slightly more than 75 minutes. 

Online Activity

Web Surfing Is Main Activity: 35 percent of users reported that surfing Web
sites is their primary online activity.

E-Mail Takes High Share of Time Spent: 28 percent of users reported that
email is their primary online activity.

Traditional Media Beginning To Be Displaced: 61 percent of respondents
reported that they are spending less time watching TV because they were
spending time online. 

Two-Thirds Resistant To Web Site Subscriptions: Nearly 66 percent of
respondents are unwilling to pay a monthly fee to enter Web sites. 

One-Third Willing To Pay Low Monthly Fees For Subscriptions: Of those who
are willing to pay for entry into a Web site, slightly more than half (55
percent) say they would be willing to pay $1 to $4 per month. 

Web Shopping Shows Strength: Nearly 30 percent of respondents have made an
online purchase in the past six months with 66 percent of those having
made that purchase through individual Web sites. This number should
increase substantially as consumers overcome their fears (both justified
and perceptual) about Web security.

About Yahoo! 

Located in Mountain View, Calif., Yahoo! is a company devoted to enabling
consumers and working professionals to make the most of their online
experiences. Yahoo! publishes the most intuitive, up-to-date and efficient
guide for information and online discovery, which bears its same name.
Much more than a simple directory or search engine, Yahoo!, with its
Internet-wide full-text search and browse capabilities, satisfies a key
need of consumers and working professionals to more easily navigate
through the Net and gather meaningful information for both business and
pleasure. Additionally, the guide is an ideal home base for Net surfing.
Yahoo! can be found on the Internet's World Wide Web at Uniform Resource
locator (URL) address http://www.yahoo.com. 

About Jupiter

Jupiter Communications is a new media research, publishing and consulting
firm. It's newsletters include THE INTERNET BUSINESS REPORT, ONLINE
MARKETPLACE, and INTERACTIVE CONTENT. Jupiter's annual seminars include
the Consumer Online Services Conference, and the Consumer Internet
Conference. 

The executive level report will be published November 1 and will be
available for purchase from Jupiter Communications for $2,395. For more
information, contact Jupiter at 212-780-6060 or 800-488-4345. 

Jupiter Communications
627 Broadway
New York, NY 10012
212-780-6060,  fax 212-780-6075
 
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