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To: JimNewby who wrote (7117)	8/25/1998 10:41:00 AM
From: AE	Respond to of 8545

70.5 Million Reasons to be Bullish America's online: 70.5 million adults More than a third of adults in the USA are online. That means 70.5 million (34.9%) of the 202 million U.S. adults use the Internet, says a survey by Nielsen Media Research and CommerceNet, out Tuesday. Almost 80 million in the USA and Canada are online, up 21 million in nine months. Only 18 million were online when Nielsen did its first Internet survey in 1995; that's an increase of 340% in slightly more than three years. And for the first time, more than 50% of those in the crucial 16-to-34-year-old advertising bracket are Internet users. About 20 million said they had made on-line purchases, up from 10 million nine months earlier, but many more - 48 million - use the Net to shop. This suggests 28 million of those on-line shoppers "ended up not buying or doing their buying off line," says Nielsen's Jerome Samson. One reason may be "that the shopping experience is so awful" on the Net, says Donna Hoffman, an electronic commerce expert at Vanderbilt University in Nashville. "This shows how far commercial sites have to go." The survey was based on phone interviews with 4,700 people ages 16 and over in the USA and Canada in June; the margin of error is plus or minus 1 percentage point. Among other findings: 43% of U.S. users are women, the same as nine months ago. Eighteen months ago it was 41%; in 1995, 34%. 71% of those making purchases online are men; 64% of on-line shoppers are men. 17% of those 50 and over are online, a total of 13 million in the USA and Canada. By Elizabeth Wiese, USA TODAY