Use and trust of the Internet are both going up, says survey
Consumers’ trust of the Internet is going up at the same time as their use, says the quarterly Consumer Internet Barometer, produced by Forrester Research Inc., the Conference Board and NFO WorldGroup.
27% of Internet users surveyed trust that their primary Internet activities are safe, up from 25% a year ago. At the same time, 64% of users go online at least monthly, up from 61% a year ago, while 38% go online daily, up from 36% a year ago. The primary reasons for using the Internet include personal communication, personal research and purchasing products. Results that were released today were based on a survey in Q4 2002.
The survey also reports that online buyers tend to be repeat buyers. Consumers who made an online purchase in the past three months are more than 80% likely to make another purchase in the coming three months, the survey reports. That degree of likelihood plummets to about 20% if no prior purchase had been made.
The most frequent users and the most satisfied are business users. High-frequency users are more likely to log on to conduct work-related activities--70% go online every day--than to conduct any other online activity. Personal research and work-related activities saw the greatest gains in satisfaction, the survey reports.
The percent of all users who were satisfied with their Internet activities remained virtually unchanged in the past year: 42% vs. 41% a year ago.
The Consumer Internet Barometer is based on a quarterly survey of 10,000 households, with a unique sample surveyed each quarter.
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