User demographics are detailed as to who, age, education, occupation, spending habits, etc.
Four surveys have been taken to date. Internet users have changed greatly from the first to the fourth survey. The who, for example in the first and second survey, the majority of users were male educators, primarily, college and university professors. They made up over 65 percent of the users. The latest survery, the fourth, shows a change in that group to be less than 25 percent of the total users now. The major change has been in non-college educated users in the fourth survery.
User spending habits are also changing according to the fourth survery. In the er\arlier surveys, buyin on the Internet was nearly always potential. Not much was being sold. The fourth survery shows a marked increase in actual buying on the Internet. The per capita spending on the Web is up 35 percent as compared to six months ago.
Commercial sites are also surveryed to: determine if they are still up and running, are they selling, and what increases are expected within the next six months. It was found in the latest survery that 80 percent of the original sites surveyed are still up and being updated regularity.
Web sites that provide commercial information about products and services are among the most commonly visited. Actual shoping on the Web came in last as a primary motivation for those who use the Web. Categories for those who do shop are software, hardware, books, music, and travel. The data which is available for download is raw data. There are some summaries for review and the last three surveys are available for review.
Ref: Cobb Group, Vol 2, Number 10, October 1995.