To: Zephyr who wrote (7564 ) 6/18/1999 12:11:00 AM From: WallStreetTips Read Replies (2) | Respond to of 28311
GNET >>> NET EXPLOSION >> another nice article from TechWeb Detailed article found at >> icyspicy.com Women, Commerce Driving Latest Net Explosion (06/17/99, 8:13 p.m. ET) By Malcolm Maclachlan, TechWeb SAN FRANCISCO -- Contrary to popular opinion, Internet growth stagnated for several months in 1997 and 1998, but the boom is back on. That's the finding of study released Thursday by Nielsen Media Research and CommerceNet at the Web Attack Internet marketing conference in San Francisco. As of April, there were 92 million Internet users over the age of 16 in the United States and Canada. This is up from 79 million in June 1998. This growth is far faster than that shown in 1997, where the number of users increased only to 58 million from 51 million between February and October. "At that point, we thought there was going to be a flattening trend," said Jerome Samson, director of Technology and Business Strategy at Nielsen Media Research, of 1997. Such plateaus were seen in the adoption of television, cable, and fax, he said. Instead, the Internet exploded again, driven largely by two factors: women and shopping. The two aren't synonymous, as men still buy far more on the Web. The number of people who bought items on the Web grew 40 percent between June 1998 and April 1999, to 28 million. Of these, 17.4 million were men. However, the number of women shopping online nearly doubled to 10.6 million from 5.8 million. By contrast, the number of male shoppers grew by only 23 percent. The growth in female buyers online represented a trend of online shoppers -- those who perused goods online then made transactions in more traditional ways -- becoming online buyers, said Loel McPhee, director of strategic partnerships at CommerceNet. Men still dominate categories such as cars, computer hardware, and software. However, women are have quickly become big online consumers of goods such as books, CDs, and clothing. For example, women buy only 24 percent of computers sold online but 53 percent of clothing, 45 percent of books, and 38 percent of CDs. Women now make up 46 percent of Internet users. In 1995, women made up about a third of users, increased to 42 percent of users by January 1997. However, the percentage of female users stagnated over the next year and a half, only reaching 43 percent by June 1998. The recent growth in female users probably comes from a number of factors, Nielsen's Samson said, including a wider range of products and content available online, as well as the mere fact that women had a statistical gap to make up with their husbands, children, and others in their lives. Finally, Samson said, much of the overall growth of the Internet can be attributed to increased media attention, from both the press and advertisers. In late 1997, Lexus put a URL in a television car commercial, he said, starting a trend that soon had URLs plastered all over print and television advertising.