More Than Screen Deep

More Than Screen Deep

TABLE 2.3 Internet and Web Use by Frequent Internet Users

	High Web Use^a		Low Web Use^a		No Web Use^a
	Male	Female	Male	Female	Male	Female
Gender (%)	78	22	72	28	56	44

Activities performed on Internet (%)^b
Communication	37	41	30	28	22	42
Interactive discussion (chat)	9	6	12	12	2	9
Noninteractive discussion	19	24	9	7	15	10
Download software	15	10	8	6	1	4
Use another computer	16	5	7	6	4	7

Activities performed on Web (%)^b
Search for product/service information	72	56	49	33
Search for company/organization information	72	67	56	45
Search for other information	86	83	66	66
Browse/explore	95	91	87	82
Make purchase based on Web information	29	18	17	8
Ever used Web for business	57	46	44	30

Total in segment	4.9 million		4.6 million		3.4 million

^aAll three segments are frequent Internet users (once per week or more often). Frequency of Web use is defined on a 4-point scale.

^bPercentage of segment that named the activity as frequently performed.

Source: Project 2000 (Hoffman et al., 1996).