THE UCLA INTERNET REPORT 2001
Surveying the Digital Future
YEAR TWO
UCLA CENTER FOR COMMUNICATION POLICY
WWW.CCP.UCLA.EDU
THE UCLA INTERNET REPORT 2001
Surveying the Digital Future
YEAR TWO
Jeffrey I. Cole, Ph.D.
Director, UCLA Center for Communication Policy
Founder and Organizer, World Internet Project
Michael Suman, Ph.D., Research Director
Phoebe Schramm, Associate Director
Robert Lunn, Ph.D., Senior Research Analyst
Jean-Francois Coget, Graduate Associate
David Firth, Graduate Associate
Dennis Fortier, Graduate Associate
Koren Hanson, Graduate Associate
Qin Jiang, Graduate Associate
Rajesh Singh, Ph.D., Graduate Associate
Yutaka Yamauchi, Graduate Associate
Jedrix-Sean Aquino, Research Assistant
Written by Harlan Lebo
Design by Robin Weisz
Production editing by Monica Dunahee
THE UCLA INTERNET REPORT 2001
Surveying the Digital Future
YEAR TWO
Copyright November 2001 by the UC Regents
ADDITIONAL COPIES
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individual use. To download the full text and graphs in this report, go to www.ccp.ucla.edu.
Printed copies of this report can be ordered by contacting the Center at the address below.
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Excerpted material from this report can be cited in media coverage and institutional publications. Text
excerpts should be attributed to The UCLA Internet Report 2001 – “Surveying the Digital Future.” On
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The UCLA Internet Report 2001 -- “Surveying the Digital Future”
UCLA Center for Communication Policy
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for Communication Policy at the address below.
QUESTIONS
E-mail: internet@ucla.edu
UCLA Center for Communication Policy
Box 951586
Los Angeles, CA 90095-1586
(310)825-3711
www.ccp.ucla.edu
The UCLA Center for Communication Policy thanks its foundation and corporate partners,
whose participation in the World Internet Project make this work possible:
National Science Foundation
America Online (AOL) Time Warner
Microsoft
The Walt Disney Company
Sony
Verizon
Pacific Bell
DirecTV
Accenture
Hewlett-Packard
Merrill Lynch
National Cable Television Association
THE UCLA INTERNET REPORT: Surveying the Digital Future
5
SUMMARY: UCLA INTERNET REPORT 2001
In 2000, the first report of the UCLA Internet Project created a base profile of behavior and attitudes
about Internet use and non-use. This year, the 2001 UCLA Internet Report presents data on more than
100 major issues. Most of this 2001 data is compared with findings from 2000.
The 2001 report focuses on Internet users vs. non-users, as well as new users (less than one year of
experience) compared to very experienced users (five or more years of experience).
The 2001 UCLA Internet Project leaves little doubt that the Internet is now a mainstream activity in
American life that continues to spread among people across all age groups, education levels, and incomes.
Highlights of the UCLA Internet Report within its five major areas include:
WHO IS ONLINE ? WHO IS NOT? WHAT ARE USERS DOING ONLINE ?
T OTAL INTERNET ACCESS
n The UCLA Internet Project found that 72.3 percent of Americans in 2001 go online, an increase from
66.9 percent in 2000. (Pages 17 and 18)
HOURS ONLINE
n Users in 2001 go online about 9.8 hours per week, up from 9.4 hours per week in 2000. (Pages 17 and
18)
ARE USERS SATISFIED OR DISSATISFIED WITH T HE INTERNET?
n Users of the Internet in 2001 are satisfied with online technology at the same level as in 2000. The
Internet overall received a rating of 4.0 on a scale of 1 (low) to 5 (high).
n
Users are most satisfied with their ability to communicate with other people using the Internet.
n
In a new question for 2001, users positively rated the ability to purchase items online as 3.7 on a scale of
1 to 5.
n
Users were least satisfied with the speed of their connection to the Internet, rating it 3.2. (Page 87)
MOST POPULAR INTERNET ACTIVITIES
n The top five most popular Internet activities are using e-mail and instant messaging, web browsing,
buying online, finding entertainment information, and reading news. (Page 18)
GOING ONLINE : THE PRIMARY REASON
n The top reason why users started to use the Internet is to obtain information quickly, followed by work
needs, and then access to e-mail. (Page 19)
THE UCLA INTERNET REPORT: Surveying the Digital Future
6
SUMMARY: UCLA INTERNET REPORT 2001 (C ONTINUED )
BUYING ONLINE
n 48.9 percent of Internet users purchased online in 2001, down from 50.7 percent in 2000. (Page 38)
WILL NON-USERS GO ONLINE IN 2002?
n Of respondents who are not online, 44.4 percent say they expect to go online within 12 months, up from
40 percent in 2000. (Page 28)
NEW USERS VS. VERY E XPERIENCED USERS : MAJOR DIFFERENCES
n The study found that a new gap in patterns of Internet use is emerging: the difference between how
experienced users and those with little experience online use the Internet. (Page 18)
MODEM VS . BROADBAND: HOW LONG ONLINE ?
n Internet users with broadband report 3.2 more online hours per week than Internet users who connect
with a telephone modem. (Page 25)
NON-USERS : WHY NOT ONLINE ?
n The primary reason why 27.7 percent of Americans are not online is “no computer” or “lack of access
to an adequate computer.” The number of non-users who are “not interested” is declining. (Page 26)
E LECTRONIC DROPOUTS: WHY?
n The primary reason for not using the Internet given by non-users who were once users is the same as the
response of those who do not currently use the Internet: “no computer available.” (Page 27)
MEDIA USE AND TRUST
MEDIA USE
n As in 2000, the 2001 UCLA Internet Report found that Internet users employ substantially more media
than non-users. The only media use more by non-users than users is television. (Page 30)
T ELEVISION: VIEWING DECLINES AMONG INTERNET USERS
n Responses to several questions reveal that Internet users of all ages watch significantly less television than
non-users: Internet users in 2001 watch 4.5 hours per week less television than non-users; television
viewing decreases as Internet experience increases; almost one-quarter of adults say that the children in
their households watch less television since they started using the Internet. (Pages 32, 76, and 78)
T HE INTERNET: AN IMPORTANT SOURCE OF INFORMATION? FOR E NTERTAINMENT ?
n Increasing numbers of users say the Internet is an important source of information. Even new users
believe that the Internet is a very important or extremely important source of information.
n
Rankings of online content as a source of entertainment are roughly unchanged from 2000. (Page 33)
MEDIA AND SEXUAL C ONTENT
n A new question for 2001 asks about the amount of sexual content on television, in movies, and on the
Internet. Large majorities of respondents (82.4 percent for movies, 80.5 percent for television, and 61.1
percent for the Internet) say that half or more of the subject matter found in all of these media contains
too much sexual content. (Page 35)
INFORMATION ON T HE INTERNET: IS IT RELIABLE AND ACCURATE?
n 36.3 percent of users say that half of online information is reliable and accurate. (Page 36)
THE UCLA INTERNET REPORT: Surveying the Digital Future
7
SUMMARY: UCLA INTERNET REPORT 2001 (CONTINUED )
CONSUMER BEHAVIOR
HOW OFTEN DO YOU BUY ONLINE ?
n Of the 48.9 percent of users who made a purchase online in 2001, more than three-quarters say they
make 1-10 purchases per year. Very experienced Internet users average 20 online purchases per year,
compared to four annual purchases for new users. (Page 38)
SHOPPING IN STORES, BUYING ONLINE ; SHOPPING ONLINE , BUYING IN STORES
n The number of Internet purchasers who say they shop in local stores and later buy online has declined.
The number of Internet users who browse online and later buy in stores has also declined. (Page 48)
INTERNET PURCHASING: EFFECTS ON RETAIL, MAIL AND PHONE ORDERS
n In 2001, online buying continues to replace some purchasing in retail stores, but at a lower level than in
2000. Buying online also affects purchasing by mail or phone order. (Pages 40, 41, and 45)
T HE FIRST ONLINE PURCHASE: HOW LONG DID IT T AKE ?
n Most Internet users do not begin buying online immediately; users 56-65 years old require the longest
amount of time (23.2 months) before the first purchase, followed by those ages 19-24.
n
When asked why users wait to make their first online purchase, concern about fraud and deception rank
among the top reasons. (Page 42 and 43)
SALES T AX: WOULD IT AFFECT ONLINE PURCHASING?
n Of current Internet purchasers, 43.3 percent agree or strongly agree that the addition of sales tax for
online purchases would reduce their buying on the Internet. (Page 52)
FREE ONLINE SERVICES: WILL INTERNET USERS PAY FOR THEM?
n When Internet users are asked if they would be willing to pay a reasonable price for a free online service
if it became a pay service, 37.9 percent agree, while 32.8 disagree. (Page 53)
C ONCERNS ABOUT C REDIT C ARD INFORMATION: A MAJOR PROBLEM
n In both 2000 and 2001, the UCLA Internet Project found deep concerns about privacy among all users;
prominent among the privacy issues was concern about credit card security. (Page 53)
COMMUNICATION PATTERNS
DOES E-MAIL REQUIRE T OO MUCH T IME ?
n Although complaints about bulging e-mail inboxes may seem a common office problem, large majorities
of users in 2000 and 2001 do not think that e-mail requires too much time. (Page 58)
E-MAIL: DOES IT HELP YOU REACH OUT T O OTHERS ?
n Growing numbers of users say that e-mail helps them communicate with people they could not normally
connect with otherwise. (Pages 56, 57, and 72)
MEETING PEOPLE: IS IT E ASIER ONLINE ?
n Although Internet users consider e-mail a powerful tool to stay in touch with people they know, they do
not believe it is easier to meet new people online than in person. (Pages 59)
INTERNET SCREEN NAMES WITH DIFFERENT PERSONALITIES
n A small number of users say they have multiple screen names, and each name has its own personality.
This is most common among girls ages 16-18. (Page 61)
THE UCLA INTERNET REPORT: Surveying the Digital Future
8
SUMMARY: UCLA INTERNET REPORT 2001 (CONTINUED )
SOCIAL AND PSYCHOLOGICAL EFFECTS
C HILDREN AND T HE INTERNET
n Internet users and non-users agree at nearly identical levels that children can gain access to “a lot of
inappropriate material” while online.
n
Adults say that children in their household do not spend too much time online, nor does the Internet
negatively affect their grades or friendships.
n
Almost one-quarter of children now watch less TV than before they used the Internet. (Pages 75-81)
PRIVACY ONLINE
n As in 2000, the issue of privacy continues to raise significant concerns about the Internet among both
users and non-users in 2001. Users and non-users alike express considerable concern that using the
Internet creates risks to individual privacy. (Pages 65-67)
MAINTAINING PRIVACY FROM PRIVATE BUSINESS AND GOVERNMENT
n Private business has joined the government as a major threat to personal privacy. Internet users and
non-users express extremely high levels of concern about maintaining the privacy of personal information
from both government and business. (Page 66)
HOUSEHOLD T IME T OGETHER
n Internet users overall believe that going online either has no influence on the amount of time spent with
household members, or positively influences household time together.
n
Experience online does affect household time together. (Page 68)
HOW DOES T HE INTERNET AFFECT T IME WITH FAMILY AND FRIENDS?
n Internet users spend more time than non-users socializing with friends, and almost as much time
socializing with family members. Users and non-users report similar amounts of time involved in
activities with household members; the only decline was time spent watching television. (Pages 68 and
69)
ARE INTERNET USERS C ONNECTING MORE WITH FAMILY AND FRIENDS?
n The Internet is a catalyst for creating and maintaining friendships and family relationships – but views
about its usefulness for this purpose vary widely. (Page 71)
ONLINE FRIENDS: DO YOU MEET T HEM IN PERSON?
n In 2001, 18.8 percent of Internet users say they have met someone in person whom they originally met
online. Those users report an average six new friends met in person, up slightly from 2000. (Page 72)
POLITICAL POWER AND INFLUENCE
n Users in 2001 say the Internet continues to be an important resource for gathering information about
political issues, but declining numbers believe that the Internet gives them more political power, or helps
them influence political decisions and government officials. (Pages 82)
DOES T HE INTERNET AFFECT WORKPLACE PRODUCTIVITY?
n Most users say the Internet is a catalyst for workplace productivity.
n
Of employees who say the Internet makes them less productive, the most frequently cited reason for
lower productivity is spending time on the Internet doing things unrelated to their jobs. (Page 84 and 85)
UCLA INTERNET REPORT 2001: CONTENTS
SUMMARY
5
T HE UCLA INTERNET PROJECT: SURVEYING T HE DIGITAL FUTURE
11
INTERNET USERS AND NON-USERS : WHO IS ONLINE, WHO IS NOT
16
INTERNET A CCESS A ND USE: 2000 VS . 2001
NEW USERS V S . VERY EXPERIENCED USERS: W HAT DO THEY DO ONLINE?
GOING ONLINE: THE PRIMARY REASON
INTERNET USE: HOW OFTEN A RE YOU ONLINE?
INTERNET USE: ACROSS A LL A GE RANGES
W HAT LANGUAGE DO YOU USE ONLINE?
MEN A ND W OMEN ONLINE
INCOME A ND INTERNET USE
EDUCATION
HOW W OULD YOU RATE YOUR A BILITY TO USE THE INTERNET?
W HERE DO YOU USE THE INTERNET?
ELECTRONIC DEVICES
HOW DO YOU CONNECT TO THE INTERNET?
MODEM V S . BROADBAND : HOW LONG ONLINE?
NON-USERS: W HY NOT ONLINE?
ELECTRONIC DROPOUTS: W HY?
EXPERIENCES OF NON-USERS
NON-USERS: W ILL YOU LOG ON S OON?
MEDIA USE AND T RUST
MEDIA USE
INTERNET USERS A ND MULTI-T ASKING
INTERNET USERS A ND ONLINE MEDIA
TELEVISION: VIEWING DECLINES A MONG INTERNET USERS
THE INTERNET: AN IMPORTANT S OURCE OF INFORMATION?
THE INTERNET: HAS IT PEAKED A S A S OURCE OF ENTERTAINMENT?
MEDIA A ND S EXUAL CONTENT
INFORMATION ON THE INTERNET: IS IT RELIABLE A ND A CCURATE ?
CONSUMER BEHAVIOR
HOW OFTEN DO YOU BUY ONLINE?
W HAT DO YOU BUY ONLINE?
HOW MUCH DO YOU S PEND ONLINE?
INTERNET PURCHASING : DOES IT A FFECT BUYING IN RETAIL S TORES?
W HAT ITEMS A RE NOW PURCHASED LESS OFTEN IN RETAIL S TORES?
17
18
19
19
20
20
21
22
22
23
24
24
25
25
26
27
27
28
29
30
30
31
32
33
34
35
36
37
38
39
40
40
41
CONSUMER BEHAVIOR (CONTINUED)
A RE PRICES ONLINE LOWER THAN TRADITIONAL RETAIL?
THE FIRST ONLINE PURCHASE: HOW LONG DID IT TAKE?
W HY S O LONG TO MAKE THE FIRST PURCHASE?
IS FACE-T O-FACE CONTACT IMPORTANT W HEN S HOPPING ?
BUYING ONLINE: ARE YOU CONCERNED A BOUT YOUR PRIVACY?
“R EMOTE” SPENDING : ONLINE V S . MAIL OR PHONE ORDERS
HOW DOES INTERNET BUYING A FFECT MAIL OR PHONE ORDERS?
DO YOU S HOP IN S TORES, BUT THEN BUY ONLINE?
DO YOU S HOP ONLINE, BUT THEN BUY IN S TORES?
CUSTOMER S ERVICE: IS IT BETTER ONLINE?
RETURNING ONLINE PURCHASES
ONLINE BUYING : ARE BRAND NAMES IMPORTANT?
DO USERS S PEND MORE THAN THEY INTEND ?
W ILL USERS INCREASE THEIR ONLINE PURCHASING ?
S ALES TAX : W OULD IT A FFECT ONLINE PURCHASING ?
FREE ONLINE S ERVICES : W ILL INTERNET USERS PAY FOR THEM?
CONCERNS A BOUT CREDIT CARD INFORMATION: A MAJOR PROBLEM
COMMUNICATIONS PATTERNS
E-MAIL: DOES IT HELP YOU REACH OUT TO OTHERS?
USERS A ND E-MAIL A TTACHMENTS
E-MAIL: USERS S TAY IN TOUCH
DOES E-MAIL TAKE TOO MUCH TIME?
MEETING PEOPLE: IS IT EASIER ONLINE?
DO YOU REVEAL PERSONAL DETAILS W HILE ONLINE?
DO YOU USE S CREEN NAMES W ITH DIFFERENT PERSONALITIES?
SOCIAL AND PSYCHOLOGICAL EFFECTS
42
42
43
44
44
45
45
48
48
49
50
50
50
51
52
52
53
55
56
58
57
58
59
60
61
62
VIEWS ABOUT T HE INTERNET
BELIEFS A BOUT THE INTERNET
63
63
PRIVACY
IS YOUR PRIVACY A T RISK W HEN YOU GO ONLINE?
MAINTAINING PRIVACY FROM PRIVATE BUSINESS A ND GOVERNMENT
PRIVACY: W HO S HOULD BE RESPONSIBLE?
65
65
66
67
T HE INTERNET, FAMILY, AND FRIENDS
HOUSEHOLD TIME TOGETHER
S OCIALIZING W ITH FAMILY A ND FRIENDS
DOES ONLINE EXPERIENCE A FFECT FAMILY A CTIVITIES ?
IS THE INTERNET CHANGING W HAT USERS DO A T HOME?
A RE INTERNET USERS COMMUNICATING MORE W ITH FAMILY A ND FRIENDS?
DOES THE INTERNET INCREASE THE NUMBER OF PERSONAL CONTACTS?
68
68
69
69
70
71
71
SOCIAL AND PSYCHOLOGICAL EFFECTS (CONTINUED)
ONLINE FRIENDS: DO YOU MEET THEM IN PERSON?
V IEWS A BOUT FRIENDS
LIFE S ATISFACTION
INTERNET USE A ND FAMILY LIFE
72
73
73
74
C HILDREN AND T HE INTERNET
W HERE DO CHILDREN USE THE INTERNET?
CHILDREN ONLINE A ND TELEVISION: THE RIGHT A MOUNT OF TIME?
HAS INTERNET USE CHANGED CHILDREN’S TV VIEWING HABITS?
S CHOOL GRADES A ND THE INTERNET
CHILDREN, THE INTERNET, AND INTERACTION W ITH FRIENDS
DO YOU TELL YOUR PARENTS EVERYTHING YOU DO ONLINE?
A DULTS A ND INTERNET MONITORING
INTERNET A CCESS : A PUNISHMENT TOOL?
75
75
76
78
78
79
80
80
81
POLITICAL POWER AND INFLUENCE
DOES THE INTERNET HELP W ITH POLITICAL KNOWLEDGE?
IS THE INTERNET A TOOL TO HELP GAIN POLITICAL POWER?
CAN THE INTERNET GIVE USERS MORE S AY A BOUT THE GOVERNMENT?
CAN THE INTERNET HELP MAKE OFFICIALS CARE A BOUT USERS’ VIEWS?
POLITICAL A FFILIATION
82
82
82
82
82
83
T HE INTERNET AT WORK
DO YOU USE THE INTERNET A T W ORK?
DOES THE INTERNET A FFECT PRODUCTIVITY?
W HY DOES THE INTERNET A T W ORK MAKE YOU LESS PRODUCTIVE?
84
84
85
85
CONCLUSIONS
A RE USERS S ATISFIED OR DISSATISFIED W ITH THE INTERNET?
HOW HAS COMMUNICATION TECHNOLOGY A FFECTED THE W ORLD ?
ISSUES A ND TRENDS
SUPPLEMENT 1: THE UCLA C ENTER FOR C OMMUNICATION POLICY
SUPPLEMENT 2: THE WORLD INTERNET PROJECT – C ONTACTS
SUPPLEMENT 3: RESEARCH METHODS
86
87
87
88
91
92
93
THE UCLA INTERNET REPORT: Surveying the Digital Future
12
The UCLA Internet Report 2001
Surveying the Digital Future
Year Two
Welcome to the report of Year Two of the UCLA Internet Project, “Surveying the Digital Future.”
The UCLA Internet Project is a comprehensive, year-to-year examination of the impact of online
technology on America. This work is part of the World Internet Project, which is organized and
coordinated by the UCLA Center for Communication Policy. Included in the World Internet Project are
UCLA’s work and partner studies in countries in Europe, the Middle East, South America, and Asia.
The second UCLA Internet Report continues to explore how the Internet influences the social, political, and
economic behavior of users and non-users. With the completion of the 2001 study, we are working on one
of the principal goals of the UCLA Internet Project: to compare the evolving responses of Internet users
and non-users over the years.
T HE UCLA C ENTER FOR C OMMUNICATION POLICY:
E XPLORING T HE IMPACT OF T HE INTERNET
We created this project because the Internet represents the most important technological development of
our generation; its effects may surpass those of television and could someday rival those of the printing
press. Had research been conducted as television evolved in the late 1940s, the information would have
provided policy-makers, the media, and ultimately historians with valuable insights about how broadcasting
has changed the world.
Our objective is to ensure that the UCLA Internet Project and its yearly reports study online technology
and capitalize on the opportunity that was missed as television developed. By beginning our study of the
Internet early in its evolution as a worldwide communications and information-gathering tool, we can
understand the effects of the Internet as it grows, and not as a postscript after it has matured.
THE UCLA INTERNET REPORT: Surveying the Digital Future
13
To achieve this objective, The UCLA Internet Project surveys more than 2,000 households across America,
compiling the responses of Internet users and non-users. Each year we contact the same households to
explore how online technology affects the lives of those who are continuing Internet users, those who
remain non-users, and those who move from being non-users to users. We will also note changes as
continuing users move their Internet access from modem to broadband.
The UCLA Internet Project is not restricted to investigating a particular method of accessing the Internet.
As new types of access – such as wireless or methods yet unknown – become available, the project will
track them. The project is open to exploring the Internet in any form, and will monitor online technology as
it transforms in yet-unexpected ways.
WHY A C OMPREHENSIVE REPORT ON T HE INTERNET?
Other studies examine the Internet from a variety of viewpoints. The UCLA Internet Project differs from
most other studies in five principal areas:
n
The UCLA Internet Project looks at the social impact of the Internet
Most Internet studies gathers data about who is online, how long they are online, and what they do online.
The UCLA Internet Project also compiles this information, but then examines the implications of the use of
online technology, and links this use to a broad range of attitudes and behavior. The UCLA study
comprehensively tracks a wide range of values, behavior, attitudes, and perceptions.
n
The project focuses on Internet non-users as well as users
The UCLA Internet Project follows how the behavior and views of Internet users differ from those of nonusers. Especially important is noting changes in the behavior and views of individuals who are initially nonusers and later become users.
n
Year-to-year data
The UCLA Internet Project comprehensively examines the effects of this communication technology over
the course of many years – ideally an entire generation. The research team maintains a core sample of
respondents, and tracks short-term and long-term changes in behavior, lifestyle, attitudes, and Internet use.
n
A worldwide effort
The UCLA Center for Communication Policy created and organizes the World Internet Project, which
includes the UCLA Internet Project and similar studies in countries worldwide (for contacts at many of the
worldwide partners, see page 92). Through this team of international partners, the World Internet Project
studies and compares changes associated with the Internet in different countries and regions, creating an
international picture of evolving change in online technology and use.
THE UCLA INTERNET REPORT: Surveying the Digital Future
n
14
A principal goal of the UCLA Internet Project is to engage government and private industry
decision-makers who can create policy based on our findings
For this project to be truly effective, we involve public and private organizations that are committed to
using our results. We organized an unprecedented alliance of corporations – several of which are direct
competitors – and foundations, including the National Science Foundation, America Online, Microsoft,
Disney, Sony, Verizon, Pacific Bell, DirecTV, Hewlett-Packard, Merrill Lynch, Accenture, and the National
Cable Television Association.
T HE UCLA INTERNET PROJECT: KEY AREAS
The 2001 UCLA Internet Project includes findings that compare Internet users to non-users, new users
(less than one year online) to very experienced users (five years or more online), and users within different
demographic groups.
The Survey is organized into five general subject areas:
n
Internet Users And Non-Users: Who Is Online? Who Is Not? What Are Users Doing Online?
n
Media Use And Trust
n
Consumer Behavior
n
Communication Patterns
n
Social And Psychological Effects
The 2001 UCLA Internet Report includes a broad sampling of more than 100 major issues from this year’s
survey. We hope you will be enlightened by these findings in year two of “Surveying the Digital Future,” as
we work to understand how the Internet is transforming our world.
Jeffrey I. Cole, Ph.D.
Director, UCLA Center for Communication Policy
Founder and Organizer, World Internet Project
THE UCLA INTERNET REPORT 2001
Surveying the Digital Future
YEAR TWO
THE UCLA INTERNET REPORT: Surveying the Digital Future
16
INTERNET USERS AND NON-USERS
WHO IS ONLINE ? WHO IS NOT?
WHAT ARE USERS DOING ONLINE ?
Who is using the Internet in 2001? How do online experiences of new users (less than one year using the
Internet) differ from those of very experienced users (five or more years on the Internet)? Why do nonusers stay off of the Internet?
The 2001 UCLA Internet Project leaves little doubt that the Internet is now a mainstream activity in
American life that continues to spread among people across all age groups, education levels, and incomes:
n
n
The UCLA Internet Project found that 72.3 percent of Americans are
online in 2001, up from 66.9 percent in 2000.
Users in 2001 go online about 9.8 hours per week, up from 9.4 hours per
week in 2000.
The majority of Americans have access to the Internet, and that access continues to grow. Who, then, is
going online, and who is not? And, how are Americans using the Internet?
17
THE UCLA INTERNET REPORT: Surveying the Digital Future
INTERNET ACCESS AND USE: 2000 AND 2001
Who is using the Internet? Where do users access it? What services do they use?
The 2001 UCLA Internet Report found continuing growth in use of the Internet; more than 70 percent of
Americans have access to the Internet in 2001.
INTERNET ACCESS
2000
2001
n
Total Americans who use the Internet
66.9%
72.3%
n
% of students who use the Internet at school
55.3%
64.3%
n
% of employed who use the Internet at work outside the home
42.3%
51.2%
T HE T OP FIVE MOST POPULAR INTERNET ACTIVITIES (PERCENT
1. E-mail and instant messaging
2. Web surfing or browsing
3. Buying online
4. Finding entertainment information
5. Reading news
OF
INTERNET USERS )
81.6%
81.7%
50.7%
54.3%
56.6%
87.9%
76.3%
48.9%
47.9%
47.6%
ONLINE SPENDING PER MONTH (PERCENTAGE OF PURCHASERS ONLY)
n
$0-$15
21.5%
36.2%
n
$15-$175
59.8%
55.4%
n
$175+
18.7%
8.4%
18
THE UCLA INTERNET REPORT: Surveying the Digital Future
NEW USERS VS. VERY E XPERIENCED USERS : WHAT DO T HEY DO ONLINE ?
In both the 2000 and 2001 UCLA Internet Projects, one of the most revealing findings compares the
online activities of new users (less than one year online) with those of very experienced users (five or more
years in 2001, four or more years in 2000).
New Users (<1 Year)
Very Experienced Users (5 or More Years)
25%
23.5%
22.1%
Percent of Time Online
20%
16.1%
15%
12.6%
10%
5%
8.2%
5.7%
6.5%
6.1%
5.2%
4.3%
3.8%
2.8%
3.8%
1.6%
0%
5.1%
4.2%
2.7%
2.7%
Chat
Rooms
Games
Browsing
Medical
Info
Entertainment
Job
Info
Search
4.5%
3.1%
2.8%
3.0%
School
Work
2.9%
3.3%
2.0%
3.4%
2.7%
0.9%
Shopping
Download
Music
Trading
Stocks
E-mail
News
Banking
Activities on the Internet
Very experienced Internet users spend a larger proportion of time online sending e-mail, doing professional
work, looking for news, or trading stocks. New Internet users spend a greater proportion of their time
visiting chat rooms, playing games, and browsing online.
The largest differences between new users and very experienced users are participating in chat rooms
(accessed much more by new users) and doing professional work (done far more by experienced users).
Usage patterns in both the 2000 and 2001 surveys show that a new divide is emerging: the difference
between how those with several years of experience and those with little experience online actually use the
Internet.
Professional
Work
19
THE UCLA INTERNET REPORT: Surveying the Digital Future
GOING ONLINE : THE PRIMARY REASON
What do users say is the primary reason they started to use the Internet? At the top of the list of reasons is
obtaining information quickly, followed by work needs, and access to e-mail.
Percent of Respondents
30%
25.0%
19.0%
20%
11.6%
10%
10.6%
9.3%
8.8%
4.6%
4.5%
3.8%
3.1%
0%
To Get
Information
Quickly
For
Work
To Get It Seemed
Email To Be New
and
Interesting
For
School
My
To Learn
To be
Friends More about Up-toThings
Date
That
Interest Me
Was
Given
Access
Other
Primary Reason Began Using the Internet
INTERNET USE: HOW OFTEN ARE YOU ONLINE ?
As in the 2000 study, the 2001 UCLA Internet Project found that the more experience users have with the
Internet, the more time they spend online. With each additional year of Internet experience, users’ time
online grows; very experienced users are online almost twice as long as new users.
14
13.2
Average Hours per Week
12
11.1
10
8.8
8
7.5
6.5
6
4
2
0
< 1
1 to <2
2 to <4
4 to <5
5 or More
Years of Internet Experience
Worth noting is the amount of time that even the new Internet users are online: an average of 6.5 hours
per week in the 2001 survey, up from 6.1 hours per week in 2000. Internet users – even new ones –
acquire this time from hours previously devoted to some other activity.
For more about how the time users spend on various activities is changing, see page 30.
20
THE UCLA INTERNET REPORT: Surveying the Digital Future
INTERNET USE: ACROSS ALL AGE RANGES
The 2001 survey, as well as the survey in 2000, found that Internet use is not dominated by young people.
Respondents aged 18 and under account for only 15.1 percent of Internet users. Users span all age ranges,
with 60.6 percent in the 26-55 age range.
Percent of Respondents
40%
30%
10%
21.8%
20.2%
20%
8.1%
7.0%
18.6%
9.6%
8.8%
5.9%
0%
< 16
16 - 18
19 - 25
26 - 35
36 - 45
46 - 55
56 - 65
> 65
Age
WHAT LANGUAGE DO YOU USE ONLINE ?
In the United States, the predominant language of the Internet is English. Of those whose primary
language online is English, 7.3 percent report also using a language on the Internet other than English.
60%
Percent of Respondents
51.2%
40%
24.5%
24.5%
20%
12.9%
5.9%
4.9%
Japanese
Chinese
1.9%
0%
Spanish
French
German
Russian
Other
(Multiple responses permitted)
More than half of online use not in English is conducted in Spanish, and slightly less than one-quarter is in
French.
21
THE UCLA INTERNET REPORT: Surveying the Digital Future
MEN AND WOMEN ONLINE
Almost equal numbers of men and women use the Internet.
Percent of Respondents
100%
80%
74.3%
71.1%
70.7%
63.6%
60%
2000
2001
40%
20%
0%
Male
Female
Gender
In most age ranges (see chart below) Internet use is about equal among men and women.
Male
Percent of Respondents
100%
93.0%
Female
98.3% 99.0%
88.1%
81.3% 80.7%
80%
80.0% 80.9%
78.4%
83.5%
76.2% 76.8%
66.7%
60%
53.2%
40%
34.2%
29.2%
20%
0%
< 16
16 - 18
19 - 24
25 - 35
36 - 45
Age
46 - 55
56 - 65
> 65
22
THE UCLA INTERNET REPORT: Surveying the Digital Future
INCOME AND INTERNET USE
In 2001, as in 2000, in general the higher the income, the higher the proportion of those who use the
Internet. And those with higher incomes have been online longer than those with lower incomes.
Average Hours per Week
12
10
9.5
8
6.8
6
4.6
6.9
7.4
10.1
9.9
7.2
7.1
2000
4.8
2001
4
2
0
$1 $30,000
$30,001 $50,000
$50,001 $80,000
$80,001 –
$100,000
> $100,000
Income Level
E DUCATION
The 2000 and 2001 surveys found increases in Internet use among those at all education levels. And, for
both years, the higher the education level achieved by respondents, the more likely they use the Internet.
100%
86.3%89.2%
86.1%
88.8%
Percent of Respondents
79.4%
80%
70.3%
64.9%
60.4%
60%
59.4%
53.8%
2000
40%
2001
20%
0%
< High
School
High School
Graduate
Some
College
College
Graduate
Advanced /
Prof Degree
Education Level
The very highly educated have correspondingly high levels of use. However, the largest growth rates from
2000 to 2001 were among those with some college (9.1 percent increase) and those with a high school
degree only (5.6 percent increase).
23
THE UCLA INTERNET REPORT: Surveying the Digital Future
HOW WOULD YOU RATE YOUR ABILITY T O USE T HE INTERNET?
As expected, confidence using the Internet grows as experience grows; 81.9 percent of users with five or
more years of experience say their Internet abilities are good or excellent, compared to 40.1 percent of
users with less than one year of experience.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
50%
Percent of Respondents
44.0%
42.9%
39.0%
40%
33.0%
30%
20%
15.9%
15.6%
10%
7.1%
2.5%
0%
Poor
Fair
Good
Excellent
Internet Ability
The survey also found that overall confidence in using the Internet has grown (see chart below). In the
2001 survey, 65.5 percent of all users say their ability to use the Internet is good or excellent, up
substantially from the 44.6 percent who responded the same way in 2000.
Percent of Internet Users
60%
41.8%
40%
28.4%
27.1% 27.9%
30.2%
23.7%
20%
14.4%
6.6%
0%
Poor
Fair
Good
Internet Ability
Excellent
2000
2001
24
THE UCLA INTERNET REPORT: Surveying the Digital Future
WHERE DO YOU USE T HE INTERNET?
Not surprisingly, the home remains the primary point of access to the Internet for most people. In 2001,
users report the most hours online at home, followed by work, and then school.
Hours per Week
8
6
6.0
3.7
4
2.2
2
0.4
0.3
0.2
0.1
At Friend's or
Relative’s Home
Via Wireless
Devices
At Public
Library
Other
0
At Home
At Work
At School
Access Locations
E LECTRONIC DEVICES
Internet users own much more electronic technology than non-users.
Equal percentages of users and non-users own televisions, and slightly higher numbers of users own VCRs.
However, much higher percentages of users than non-users own electronic devices in every other major
category.
Internet Users
99.4% 98.6%
Percent of Respondents
100%
Internet Non-users
97.2%
88.8%
85.2%
80%
78.0%
74.3%
60%
49.9%
40.0%
40%
23.1%
20%
38.0%
31.2%
26.7%
26.2%
18.0%
17.3%
10.8%
6.0%
3.4%
11.7%
0%
Computers
PDAs
Video Game
System
Cell
Phones
Televisions
VCRs
Types of Technology
DVD
Players
Printers
Scanners
Digital
Camera
25
THE UCLA INTERNET REPORT: Surveying the Digital Future
HOW DO YOU C ONNECT T O T HE INTERNET?
Most households with Internet access still connect to online service with a telephone modem. Even though
telecommunications companies are now aggressively marketing cable modems and DSL, access by
telephone modem declined only 6.8 percent in 2001.
2000
Percent of Respondents
100%
2001
88.1%
81.3%
80%
60%
40%
20%
8.0%
11.5%
3.9%
1.7%
1.2% 3.7%
0.6% 0.5%
0.1% 0.4%
2.6% 2.3%
DSL
ISDN
Satellite
Other
0%
Telephone
Modem
Cable
Modem
Web TV
Internet Access Connections
Access by cable modem also grew slightly, and DSL use grew substantially in 2001 – but up from a very
low level in 2000.
MODEM VS. BROADBAND: HOW LONG ONLINE ?
Even though – or perhaps because – access to the Internet with broadband is much faster than access with
a telephone modem, Internet users with broadband at home go online 3.2 hours more per week than
Internet users who connect with a telephone modem.
12
Internet Hours per Week
10.3
10
8
7.1
6
4
2
0
Telephone Modem
Broadband
Connection Types
26
THE UCLA INTERNET REPORT: Surveying the Digital Future
NON-USERS : WHY NOT ONLINE ?
The 27.7 percent of Americans who do not currently use the Internet in 2001 express a range of reasons
for not being online. As in 2000, the primary reason is lack of access; 26.7 percent of respondents who do
not use the Internet say they do not have a computer or an adequate computer.
30%
27.0%
Percent of Respondents
25.5%
21.4%
20%
10%
6.9%
5.6%
1.2%
0%
Fear of
Technology
Do not
Know How
to Use
Computer is
No
Not Good
Interest
Enough
0.8%
No
Computer
Not
Appropriate
for Children
1.6%
Privacy /
Security
Concerns
2.6%
3.5%
1.6%
Internet is
not Useful
Too
Expensive
1.4%
0.8%
Moved and
Didn't Install
Consumes
too Much
Time
Other
Didn't Use
It Enough
Reasons Not Using the Internet
Lack of interest in the Internet is the second most cited reason in the 2000 and 2001 surveys, but the
number of those who say they are “not interested” is declining. In 2001, 21.4 percent of non-users say they
are not online because they are not interested, a drop from 33.3 percent in 2000.
Two other relatively frequent responses are “I don’t know how to use the Internet” and “fear of
technology.” There was a wide variety of other responses to this question, including, “Because I’m retired
and I’m just relaxing,” “I just don’t want to fool with it,” “I found the information I needed, so I don’t need
it anymore,” and “Because I’m an addictive type, and once I started, I would do nothing else.”
27
THE UCLA INTERNET REPORT: Surveying the Digital Future
E LECTRONIC DROPOUTS: WHY?
“Electronic dropouts” – Internet non-users who were once users – report a range of reasons for no longer
going online.
Percent of Respondents
40%
30%
26.7%
21.2%
20%
16.7%
10.0%
10%
4.9%
2.9%
0%
No
Computer
Don’t
Know How
to Use
No
Interest
2.2%
Too
Expensive
Privacy /
Security
Concerns
Internet is
Not Useful
3.5%
3.0%
Internet
Consumes
too Much Time
Too Difficult to
Find Things on
the Internet
Too Difficult
to Get
Connected
4.0%
3.8%
1.1%
Didn't Use
It Enough
No Access at
New Job
Reasons Stopped Using the Internet
The primary reason given by dropouts for not using the Internet is the same as the general response of
those who do not currently use the Internet: “no computer available.” Other major reasons for dropping
out are “no interest,” “privacy concerns,” and “too expensive.”
E XPERIENCES OF NON-USERS
A new question in the 2001 UCLA Internet Project explores the experiences non-users have had that are
related to the Internet. Of the list of experiences, the most frequently encountered is being encouraged to
use the Internet (presumably by users), followed by being disadvantaged because they cannot obtain
information for hobbies, studies, or work.
50%
Percent of Respondents
44.2%
40%
30.0%
30%
20%
14.2%
12.9%
8.5%
10%
0%
Encouraged
to Use the
Internet
Disadvantaged in
Obtaining Information
for Hobbies, Studies
or Work
Told by Others That
They Have Trouble
Contacting You
because You are Not
on the Internet
Excluded from
Communications
among Your Friends
Disadvantaged in
Seeking or
Changing Jobs
Other
28
THE UCLA INTERNET REPORT: Surveying the Digital Future
NON-USERS : WILL YOU LOG ON SOON?
Will Internet non-users become users in 2002? Of the 27.7 percent of respondents who do not currently
use the Internet, 44.4 percent say they are somewhat likely or very likely to go online next year – up slightly
from 41.4 percent of non-users responding the same way in 2000.
Percent of Respondents
60%
58.6%
55.6%
2000
40%
2001
31.3%
26.6%
20%
14.8%
13.1%
0%
Not Likely at All
Somewhat Likely
Very Likely
However, more than half (55.6 percent) of non-users continue to say they are not likely to access the
Internet in the next year.
THE UCLA INTERNET REPORT: Surveying the Digital Future
29
MEDIA USE AND TRUST
Is the Internet replacing the use of other media? How is leisure time being affected by the Internet?
Is television viewing changing because of the Internet? Is the Internet valued as a source of information?
Do users trust what they find online?
30
THE UCLA INTERNET REPORT: Surveying the Digital Future
MEDIA USE
As in 2000, the 2001 UCLA Internet Report found that Internet users employ substantially more media
than non-users. The only media used more by a larger percentage of non-users than users is television.
Percent of Respondents
Internet Users
100%
91.6%
88.6%
83.6%
80%
Internet Non-users
74.1%
73.3%
79.3% 78.1%
81.4%
98.2% 96.6%
97.4% 97.7%
Telephone
Television
85.3%
72.6%
60%
37.1%
40%
20%
13.8%
0%
Books
Video/Computer
Games
Music
Newspapers
Magazines
Radio
Media Types
INTERNET USERS AND MULTI-TASKING
A new question for the 2001 survey explores the types of activities – both online and offline – that users
engage in while they are also on the Internet.
New Users (<1 Year)
Percent of Respondents
60%
Very Experienced Users (5 or More Years)
46.9%
38.7%
40%
43.9%
40.3%
37.2%
32.6%
31.3%
27.5%
26.9%
24.7%
20%
0%
Listen to Music
on the Computer
Listen to Music
on the Radio
Instant Messaging /
Chatting Online
Watch Television
Talk on Phone
Activities
While online, new users and very experienced users involve themselves in many other communication
activities, especially listening to music on the radio, listening to music on the computer, sending instant
messages, chatting online, and talking on conventional telephones. Very experienced users are more likely
than new users to be involved in these communication activities while online.
31
THE UCLA INTERNET REPORT: Surveying the Digital Future
INTERNET USERS AND ONLINE MEDIA
Some activities previously done offline are now beginning to move onto the Internet, such as reading books
and newspapers, listening to online radio, and using Web telephones.
1.0
0.8
Hours per Week
0.8
0.7
0.6
0.4
0.4
0.3
0.2
0.2
0.2
0.1
0.02
0.0
Reading
Books
Playing Video Listening to
/ Computer
Recorded
Games
Music
Reading
Newspapers
Reading
Magazines
Listening to
the Radio
Talking on
the
Telephone
Watching
Television
Online Activities
While online, new users spend more time than very experienced users playing games, and slightly more time
talking on Web telephones (see the chart below). Very experienced users more than new users access online
recorded music (such as MP3 files) and online newspapers and magazines.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Hours per Week
2.0
1.5
1.5
1.1
0.9
1.0
0.7
0.7
0.5
0.4
0.5
0.4
0.3
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.0
Reading
Books
Playing Video
/ Computer
Games
Listening to
Recorded
Music
Reading
Newspapers
Reading
Magazines
Online Activities
Listening to
the Radio
Talking on
the
Telephone
Watching
Television
32
THE UCLA INTERNET REPORT: Surveying the Digital Future
T ELEVISION: VIEWING DECLINES AMONG INTERNET USERS
When not online, Internet users spend a little less time than non-users reading books, and more time playing
video games. Users listen to more recorded music than non-users, but listen to less radio.
Internet Users
Internet Non-users
18
16.8
Hours per Week
16
14
12
12.3
11.0
10
8
9.0
6.6
7.6
7.2
6.4
6
4.9
3.9
4
2.7
1.5
2
2.3
5.9
3.2
0.6
0
Reading
Books
Playing Video
/ Computer
Games
Listening to
Recorded
Music
Reading
Newspapers
Reading
Magazines
Listening to
the Radio
Talking on the
Telephone
Watching
Television
Offline Activities
The biggest gap between users and non-users is television viewing time.
Although Internet users and non-users have access to television in almost equal numbers, the number of
hours spent watching each week varies considerably between users and non-users. Both the 2000 and 2001
studies confirm that Internet users watch significantly less television than non-users.
In the 2001 study, users watch 4.5 hours per week less television than non-users. And, television viewing
decreases as Internet experience increases (see the chart below).
It seems that Internet users may find the time to go online by reducing their television viewing. For other
questions that explore declining television use, see pages 68, 69, 76, and 78.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Internet Users
80%
67.9%
62.9%
60%
40%
34.7%
29.9%
20%
2.2%
2.4%
0%
Spend Less Time
Spend about the Same
Amount of Time
Amount of Time Watching Television
Spend More Time
33
THE UCLA INTERNET REPORT: Surveying the Digital Future
T HE INTERNET: AN IMPORTANT SOURCE OF INFORMATION?
One of the most revealing questions in the 2001 UCLA Internet Project explores how users view the
Internet as a source of information and entertainment.
After little more than six years as a widespread communication tool, the Internet is viewed as an important
source of information by the vast majority of people who use the online technology.
Percent of Respondents
40%
30.8%
30.8%
30%
26.9%
26.7%
29.2%
23.6%
20%
2000
17.2%
2001
10%
5.6%
6.2%
3.0%
0%
Not
Important
Somewhat
Important
Moderately
Important
Very
Important
Extremely
Important
Internet as Source of Information
The importance of the Internet as a source of information is growing among users. In 2001, 60 percent of
all users consider the Internet to be a very important or extremely important source of information, up
from 53.6 percent in 2000. Add those who say moderately important, and the total increases to 90.8
percent for 2001, up from 77.2 percent in 2000.
Even the newest users believe that the Internet is an important source of information (see chart below);
45.1 percent of users with less than one year of experience online consider the Internet to be a very
important or extremely important source of information – a notable statistic about an audience with less
than 12 months of experience online.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
50%
38.5%
40%
36.1%
33.4%
30%
23.8%
25.3%
19.8%
20%
10%
8.8%
7.7%
2.7%
4.0%
0%
Not
Important
Somewhat
Important
Moderately
Important
Internet as Source of Information
Very
Important
Extremely
Important
34
THE UCLA INTERNET REPORT: Surveying the Digital Future
T HE INTERNET: HAS IT PEAKED AS A SOURCE OF E NTERTAINMENT ?
While increasing numbers of users believe the Internet is an important source of information, the perceived
value of online content as an important source of entertainment is roughly unchanged from 2000.
40%
Percent of Respondents
33.6%
30%
30.5%
28.9%
24.6%
20.6%
20%
2000
15.7%
14.8%
2001
13.0%
10.1%
10%
8.1%
0%
Not
Important
Somewhat
Important
Moderately
Important
Very
Important
Extremely
Important
Internet as Source of Entertainment
In 2001, 54.7 percent of users say the Internet is at least a moderately important source of entertainment,
up only slightly from 53.8 percent in 2000. The number of users who think the Internet is a very
important or extremely important source of entertainment is 21.1 percent, down from 24.9 percent in
2000.
Has the Internet peaked as an entertainment source? This issue will be a source of continuing study in
upcoming surveys.
35
THE UCLA INTERNET REPORT: Surveying the Digital Future
MEDIA AND SEXUAL C ONTENT
A new question for 2001 asks about the amount of sexual content on television, in movies, and on the
Internet.
Large percentages of respondents say that at least half of the subject matter found in all of these media
contains too much sexual content. Respondents who say half or more of the subject matter has too much
sexual content totaled 82.4 percent for movies, 80.5 percent for television, and 61.9 percent for the
Internet.
On TV
Percent of Respondents
60%
40%
34.0%
In the Movies
On the Internet
43.0%
39.7%
38.0%
36.2%
34.5%
20.8%
20%
16.5%
14.7%
4.6% 4.9% 3.1%
3.0% 2.9% 4.0%
0%
None of It
A Small Portion
About Half
Most of It
All of It
Amount of Subject Matter
Slightly higher percentages of Internet non-users say that half or more of the content of these media has
too much sexual content (see the chart below).
Percent of Respondents
100%
80%
60%
79.7%
82.6%
81.4%
84.9%
73.1%
61.0%
On TV
In the Movies
40%
On the Internet
20%
0%
Internet Users
Internet Non-users
Respondents Who Answered Half or More
36
THE UCLA INTERNET REPORT: Surveying the Digital Future
INFORMATION ON T HE INTERNET: IS IT RELIABLE AND ACCURATE?
In 2001, 58 percent of users in 2001 believe that most or all of the information online is reliable and
accurate – an increase from 54.8 percent in 2000. More than one-third of users say that about half of the
information on the Internet is reliable and accurate.
Percent of Internet Users
60%
52.2%
37.7%
40%
56.1%
36.3%
2000
2001
20%
7.1%
0%
0.4%
5.7%
2.6%
0.0%
None
Small Portion
About Half
Most
1.9%
All
Internet Users
At the negative extreme, 5.7 percent of users in 2001 say that a small portion or none of the information is
reliable and accurate, down from 7.5 percent in 2000.
THE UCLA INTERNET REPORT: Surveying the Digital Future
37
CONSUMER BEHAVIOR
Who is purchasing online, and why? Will dot-com failures and sluggish markets create significant change in
consumer behavior online? Do Internet users continue to find differences between buying online and
shopping at traditional “brick-and-mortar” retail stores?
While attitudes may be changing, one point found in the 2001 survey remains paramount: almost half of
Internet users purchased online in 2001. In spite of a declining economy, uncertainty in online retailing,
and continuing concerns about online privacy, 48.9 percent of Internet users made at least one online
purchase in 2001, down from 50.7 percent in 2000.
38
THE UCLA INTERNET REPORT: Surveying the Digital Future
HOW OFTEN DO YOU BUY ONLINE ?
More than three-quarters of users who purchase on the Internet in 2001 make 1-10 purchases per year.
The majority of purchasers in 2001 bought less than 10 times. The average number of purchases is 12.
Percent of Respondents
100%
76.8%
80%
60%
40%
20%
12.8%
7.6%
1.6%
1.2%
51 - 100
> 100
0%
1 - 10
11 - 20
21 - 50
Average Annual Internet Purchases
Very experienced Internet users are more likely to purchase than new users (see the chart below). Almost
one-third (31.2 percent) of the most experienced users buy online 11 times per year or more.
Very experienced users average 20 online purchases per year, compared to four purchases for new users.
New Users (<1 Year)
Percent of Respondents
100%
80%
Very Experienced Users (5 or More Years)
94.7%
68.6%
60%
40%
16.0%
20%
5.3%
0%
1 - 10 Times
11 - 20 Times
12.1%
0.0%
21 - 50 Times
Annual Purchasing
0.0%
0.7%
51 - 100 Times
0.0%
2.4%
>100 Times
39
THE UCLA INTERNET REPORT: Surveying the Digital Future
WHAT DO YOU BUY ONLINE ?
The types of products purchased online vary widely, especially when comparing the items purchased by
those with different levels of online experience.
By far the biggest difference in purchasing habits is the percentage of very experienced users who buy
books online, compared to new users. Very experienced users also buy more computer equipment,
software, electronics, and travel arrangements and accommodations. New users are more likely to
purchase jewelry or watches, sporting goods, children’s goods, drugs, and automobiles.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
50%
Percent of Respondents
.
40.8%
40%
35.6% 36.6%
30%
23.0%
24.7%
20%
17.2%
15.8%
14.6%
10.9%
10%
6.6%
4.5%
3.0%
3.8%
4.2%
0%
Books
Compact
Discs (CDs)
Computers /
Peripherals
Software /
Games
Clothes
Jewelry /
Watches
Electronics
Types of Products
New Users (<1 Year)
Very Experienced Users (5 or More Years)
50%
Percent of Respondents
.
40%
30%
20.7%
20%
14.5% 14.7%
11.6%
10%
10.7%
8.4%
7.5%
16.8%
8.8%
5.9%
5.0%
2.6%
3.0%
1.4%
0%
Travel
Sporting Goods
Hobby Items
Gifts
Types of Products
Children's Goods
Drugs
Automobiles
40
THE UCLA INTERNET REPORT: Surveying the Digital Future
HOW MUCH DO YOU SPEND ONLINE ?
Very experienced users spend more online than new users in every dollar category of spending.
New Users (<1 Year)
Percent of Respondents
80%
Very Experienced Users (5 or More Years)
79.1%
60%
40%
37.1%
19.8%
19.0%
20%
11.2%
4.1%
8.0%
1.1%
0%
$0
$1 - $100
$101 - $200
5.3%
$201 - $300
0.9%
7.5%
3.3%
2.6%
0.9%
$301 - $400
$401 - $500
> $500
Annual Purchasing Total
INTERNET PURCHASING: DOES IT AFFECT BUYING IN RETAIL STORES?
Does buying online affect purchasing in traditional “brick-and-mortar” stores?
60%
56.3%
Percent of Respondents
47.2%
44.0%
40%
34.8%
2000
2001
20%
8.9%
8.8%
0%
Not Reduced at All
Somewhat Reduced
Reduced a Lot
In 2001, online buying continues to replace some purchasing in retail stores for many Internet users, but at
a lower level than in 2000.
More than half of Internet purchasers in 2001 (52.8 percent) say that online purchasing has somewhat
reduced or “reduced a lot” their purchasing from retail stores – down from 65.2 percent in 2000.
However, those in 2001 who specifically say their retail purchasing was reduced a lot stayed virtually the
same as in 2000.
Internet purchasers who say their buying online has not affected their local retail buying increased in 2001
to 47.2 percent, up from 34.8 percent in 2000.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
WHAT ITEMS ARE NOW PURCHASED LESS OFTEN IN RETAIL STORES?
New users and very experienced users who buy online differ in how Internet shopping has reduced their
retail purchases.
Larger percentages of new users report that they buy fewer clothes, sporting goods, and children's items in
retail stores now that they purchase online. Very experienced users most frequently report reduced retail
purchases of compact discs, clothes, electronics, and computers.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
50%
40%
33.3%
30%
21.8%
20%
18.0%
13.3%
12.0%
10%
7.8%
6.7%
Compact
Discs (CDs)
7.8%
2.8%
0.0%
0%
7.8%
Computers
Clothes
Jewelry /
Watches
Electronics
5.1%
Food /
Cosmetics
Types of Products
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
50%
40%
30%
18.3%
20%
10%
7.8%
7.3%
1.7%
0%
Drugs
8.6%
10.5%
7.8%
4.8%
0.0%
Travel
4.5%
7.1%
0.0%
Sporting
Goods
Hobby
Items
Types of Products
Videos /
DVDs
Children's
Items
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THE UCLA INTERNET REPORT: Surveying the Digital Future
ARE PRICES ONLINE LOWER T HAN T RADITIONAL RETAIL?
Internet purchasers do not consider the Internet a hunting ground for bargains. In 2001, 22.8 percent of
Internet shoppers agree or strongly agree that prices online are lower than in traditional retail stores.
Among Internet users who do not shop online, 15.9 percent agree or strongly agree with this statement.
Percent of Respondents
60%
54.5%
44.5%
40%
Did Shop Online
20%
17.8%
Never Shopped
Online
17.8%
17.1%
13.0%
12.5%
8.9%
6.8%
7.0%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
T HE FIRST ONLINE PURCHASE: HOW LONG DID IT T AKE ?
Most people do not buy online immediately when they first start using the Internet. In the 2001 survey,
Internet purchasers were asked how long they waited after they became Internet users before they made
their first online purchase.
25
23.2
22.3
Average Number of Months
20.7
20
15
18.8
14.9
18.9
14.4
14.1
10
5
0
< 16
16 - 18
19 - 24
25 - 35
36 - 45
46 - 55
56 - 65
> 65
Age
Looking at this question in terms of age, the longest amount of time was required by users 56-65 years old,
who required an average of 23.2 months before the first purchase. This group was followed closely by the
19-24 age group (22.3 months).
The quickest purchasers were the 16-18-year-old users, followed by the over-65 users.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
WHY SO LONG T O MAKE T HE FIRST PURCHASE?
Why do users wait to make their first online purchase? Concern about fraud and deception rank high
among the reasons. The single most-cited reason for this lag is concern about giving out a credit card
number, mentioned by 28.4 percent of Internet purchasers.
Percent of Respondents
40%
28.4%
30%
24.8%
20%
12.0%
9.8%
10%
0%
8.6%
6.8%
2.6%
4.0%
1.0%
Concerned
about giving a
credit card
number
Not sure
if was
cheaper
Concerned
about
deception
Never
thought
about it
Didn’t know
where to find
what I wanted
2.1%
Didn't know it
No product or
was possible to
services that are
buy on the
of interest
Internet
Didn't use
Didn’t have a
Internet much
credit card
at first
Other
Reasons for Waiting to Purchase
The second most-cited reason is “no products or services available;” and third is “concerned about
deception.”
For other questions about using credit cards online, see page 53.
IS FACE-TO-FACE C ONTACT IMPORTANT WHEN SHOPPING?
Buying a product from a “real person” remains an issue for some Internet users, whether they have
shopped online or not.
Percent of Respondents
50%
40%
35.5%
30.8%
30%
22.4%
20%
Did Shop Online
19.9%
20.6%
19.2%
14.9%
Never Shopped
Online
11.5%
9.2%
10%
16.0%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
When asked if they are uncomfortable with the lack of face-to-face contact when ordering on the Internet,
27.5 percent of online buyers and 35.5 percent of users who have never shopped online either agree or
strongly agree.
44
THE UCLA INTERNET REPORT: Surveying the Digital Future
BUYING ONLINE : ARE YOU C ONCERNED ABOUT YOUR PRIVACY?
In the first of several questions in the 2001 UCLA Internet Project that explore personal privacy, nearly all
respondents report some level of concern about the privacy of their personal information when or if they
buy online.
80%
Percent of Respondents
71.3%
61.7%
60%
Not at All Concerned
40%
Somewhat Concerned
29.5%
23.1%
20%
8.8%
Very or Extremely
Concerned
5.5%
0%
2000
Year of Study
2001
Nearly two-thirds (65.8 percent) of all respondents aged 16 and over say they are very or extremely
concerned about their personal privacy when buying online, while only 5.5 percent say that they are not at
all concerned.
For other questions about personal privacy, security of credit card information, and other privacy-related
issues, see pages 53 and 65.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
“REMOTE” SPENDING: ONLINE VS. MAIL OR PHONE ORDERS
Buying “remotely” in all of its forms – by mail order, phone order, or online – is changing as the Internet
evolves.
In 2001, mail and phone orders represent more than half of all remote purchasing.
Internet
44.0%
Mail / Phone
56.0%
HOW DOES INTERNET BUYING AFFECT MAIL OR PHONE ORDERS ?
The Internet affects users’ views about purchasing by mail or phone order, although more for very
experienced users than for new users.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
100%
80%
60%
75.9%
58.6%
40%
30.3%
20.6%
20%
11.0%
3.6%
0%
Not Reduced at All
Somewhat Reduced
Reduced a Lot
More than three-quarters of new users say their mail and phone orders have not been reduced by shopping
on the Internet; 41.3 percent of very experienced users say their mail and phone orders have been reduced
somewhat or a lot by buying online.
46
THE UCLA INTERNET REPORT: Surveying the Digital Future
Very experienced users spend dramatically more than new users in their online shopping, but only a small
portion of this increase comes from dollars spent on mail and phone orders (see the chart below).
Internet
Mail/Phone
$1,600
$1,446
$1,400
Average Amount Spent
$1,200
$1,000
$954
$824
$800
$600
$400
$278
$200
$0
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Internet Usage Experience
The largest reduction in mail and phone orders by new users is for clothing, electronics, food and
cosmetics, and jewelry. The largest changes in mail and phone orders among very experienced users are
reduced purchases of clothing, gifts, software, travel arrangements, and compact discs.
(For items now purchased less by mail and phone order, see the charts on the next page.)
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THE UCLA INTERNET REPORT: Surveying the Digital Future
(These charts show products now purchased less through mail and phone order by new Internet users and
very experienced users.)
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
50%
39.2%
40%
30%
27.3%
20%
17.3%
10%
4.0%
7.0%
0%
Compact
Discs (CDs)
11.0%
8.7%
8.1%
6.5%
4.9%
3.1%
0.0%
0.0%
Computers
Software /
Games
Clothes
Jewelry /
Watches
Electronics
3.4%
Food /
Cosmetics
Types of Products
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
50%
40%
30%
22.3%
24.2%
20%
10%
6.3%
2.4%
4.7%
7.2%
9.9%
6.3%
4.9%
4.7%
4.6%
4.7%
6.3% 5.4%
0%
Drugs
Travel
Sporting
Goods
Hobby
Items
Types of Products
Gifts
Children's
Items
Other
48
THE UCLA INTERNET REPORT: Surveying the Digital Future
DO YOU SHOP IN STORES, BUT T HEN BUY ONLINE ?
The number of Internet purchasers who say they shop in local stores and later buy online has declined. In
2001, 50.3 percent of Internet purchasers say they shop in traditional retail locations and then buy online
sometimes or often – down from 53.2 percent who reported the same behavior in 2000.
Percent of Respondents
80%
60%
49.7%
46.8%
47.2%
43.2%
40%
2000
2001
20%
7.1%
6.0%
0%
Never
Sometimes
Often
Shop Locally, Buy Online
DO YOU SHOP ONLINE , BUT T HEN BUY IN STORES?
The number of Internet users who browse online and later buy in stores has also declined. In 2001, 65.2
percent browse online and later buy in retail stores sometimes or often, down from 75.6 percent in 2000.
Percent of Respondents
80%
59.3%
60%
42.2%
40%
2000
34.8%
2001
24.3%
23.0%
20%
16.3%
0%
Never
Sometimes
Shop Online, Buy Locally
Often
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THE UCLA INTERNET REPORT: Surveying the Digital Future
C USTOMER SERVICE: IS IT BETTER ONLINE ?
Customer service is not a strong selling point for shopping on the Internet.
Percent of Respondents
60%
46.3%
40%
22.3%
19.1%
20%
7.9%
4.3%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Only 12.2 percent of users who buy online agree or strongly agree that the customer service offered on the
Internet is better than customer service offered in retail stores, while 41.4 percent disagree or strongly
disagree with that statement.
RETURNING ONLINE PURCHASES
Views vary about the difficulty of returning or exchanging goods ordered on the Internet. Of users who
have shopped online, 38.7 percent either agree or strongly agree that returning or exchanging goods ordered
online is difficult; 33 percent of users who have not shopped online agree or strongly agree.
Percent of Respondents
60%
53.9%
42.3%
40%
Did Shop Online
23.4%
21.5%
20%
15.3%
11.7%
Never Shopped
Online
11.5%
6.2%
7.3%
6.9%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Of Internet shoppers, 19 percent either disagree or strongly disagree that returning or exchanging goods
ordered on the Internet is difficult, while 13.1 percent of users who have not shopped online disagree or
strongly disagree.
50
THE UCLA INTERNET REPORT: Surveying the Digital Future
ONLINE BUYING: ARE BRAND NAMES IMPORTANT ?
Internet purchasers had less interest in 2001 than in 2000 in buying brand names online as opposed to
when shopping in a traditional retail store.
Percent of Respondents
50%
40%
33.2%
30%
20%
27.7%
25.8%
25.3%
2000
19.0%
14.2%
14.3%
12.5%
2001
15.7%
12.3%
10%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
In 2001, 26.6 percent agree or strongly agree that they are more likely to buy brand name products when
shopping on the Internet than when shopping in a store, down from 41 percent in 2000. (This substantial
change may be due to an increased comfort level in buying online.)
DO USERS SPEND MORE T HAN T HEY INTEND?
Both the 2001 and 2000 studies confirm that Internet users do not overspend when shopping online. In
2001, only 15.8 percent of Internet purchasers agree or strongly agree that they spend more online than
they intended, down from 18.8 percent in 2000.
50%
Percent of Respondents
40.8%
40%
33.1%
30%
28.3%
26.1%
21.9%
20%
2000
2001
15.3%
11.2%
10%
7.9%
7.6% 7.9%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
51
THE UCLA INTERNET REPORT: Surveying the Digital Future
WILL USERS INCREASE T HEIR ONLINE PURCHASING?
Even though online purchasing in general continues to hold steady, and Internet purchasers report shifts
away from traditional retail buying, a lower number of Internet purchasers in 2001 than in 2000 say they
will increase their online purchasing.
Percent of Respondents
50%
40%
28.6% 27.9%
30%
28.3%
26.2%
22.5%
19.6%
20%
10%
7.0%
20.5%
2000
2001
10.0% 9.5%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Forty-three percent of purchasers either agree or strongly agree that they will eventually make many more
purchases online, down from 54.5 percent in 2000.
Internet purchasers in 2001 who disagree or strongly disagree with this statement rose to 29.1 percent, up
from 17 percent in 2000.
Do these responses represent a maturing of Internet purchasing, with users becoming comfortable with
their level of online buying? Or, could these responses indicate the beginning of a downward trend for
online buying? This issue will be a subject of continuing study in upcoming surveys.
52
THE UCLA INTERNET REPORT: Surveying the Digital Future
SALES T AX: WOULD IT AFFECT ONLINE PURCHASING?
In response to the statement, “If sales tax was charged for online purchases, I would probably buy less on
the Internet,” 43.3 percent of current Internet purchasers either agree or strongly agree, while 34.6 percent
of Internet users who have not yet purchased agree or strongly agree.
Percent of Respondents
50%
46.9%
40%
36.1%
30%
25.2%
22.3%
18.1%
20%
12.3% 13.1%
Did Shop Online
Never Shopped
Online
12.3%
8.4%
10%
5.4%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Perhaps more important, only 20.7 percent of current online purchasers disagree or strongly disagree, while
18.5 percent of Internet users who have not yet purchased online disagree or strongly disagree.
FREE ONLINE SERVICES: WILL INTERNET USERS PAY FOR T HEM?
This question, new for the 2001 survey, was added to explore views about the increasing number of free
online services that are converting to pay services.
Percent of Respondents
40%
29.2%
30%
21.2%
20.6%
20%
16.7%
12.2%
10%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
When Internet users are asked if they would be willing to pay a reasonable price for a free online service if
it became a pay service, 37.9 percent agree or strongly agree, while 32.8 disagree or strongly disagree.
Nearly 30 percent (29.2 percent) neither agree or nor disagree.
53
THE UCLA INTERNET REPORT: Surveying the Digital Future
C ONCERNS ABOUT C REDIT C ARD INFORMATION: A MAJOR PROBLEM
The UCLA Internet Project in both 2000 and 2001 found deeply held concerns about privacy among new
users and very experienced users alike, and prominent among the privacy issues was concern about credit
card security.
When asked about the security of credit card information when making online purchases, nearly all users
(98.6 percent) in 2001 with less than one year of Internet experience express concern about credit card
information when buying online.
Percent of Respondents
80%
60%
48.4%
47.3%
40%
32.0%
33.1%
31.9%
31.3%
24.1%
20%
Very Concerned
Extremely Concerned
18.9%
16.3%
Not at All Concerned
Somewhat Concerned
10.9%
4.4%
1.5%
0%
Internet Non-users
New Users
(<1 year)
Very Experienced Users
(5 or More Years)
Internet Usage Experience
Among these new users, 79.7 percent are “very concerned” or “extremely concerned” about credit card
security.
Although concerns decline somewhat among users with five or more years of online experience, the
numbers are nevertheless significant; 89.1 percent of users with five or more years of experience online
express some concern about credit card information when buying online. Of very experienced users, 57.2
percent remain “very concerned” or “extremely concerned.”
Only 10.9 percent of very experienced users are “not at all concerned” about credit card information when
purchasing online.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
Comparing the 2001 and 2000 surveys (see the chart below), the number of total respondents with
concerns have actually increased slightly – to 94.4 percent in 2001, up from 91.2 percent in 2000 – and the
number of respondents who say they are either “very concerned” or “extremely concerned” jumped almost
10 percent.
80%
Percent of Respondents
71.4%
61.7%
60%
Not at All Concerned
40%
Somewhat Concerned
29.5%
23.1%
20%
8.8%
Very or Extremely
Concerned
5.5%
0%
2000
Year of Study
2001
Concern about credit card information in online transactions is a significant problem for Internet marketers
– even more important, these concerns remain high for even the very experienced users.
For more questions about privacy, see pages 65.
THE UCLA INTERNET REPORT: Surveying the Digital Future
COMMUNICATION PATTERNS
Communication with other users is emerging as one of the fastest growing benefits of the Internet.
The 2000 UCLA Internet Report revealed many important issues about online communication;
the 2001 report revisits several of these subjects.
55
56
THE UCLA INTERNET REPORT: Surveying the Digital Future
E-MAIL: DOES IT HELP YOU REACH OUT T O OTHERS ?
Growing numbers of users say that e-mail helps them communicate with people they could not normally
connect with otherwise.
Percent of Respondents
60%
56.4%
42.7%
40%
2000
22.0%
24.5%
2001
18.5%
20%
10.3%
5.3%
6.6%
9.0%
4.9%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
More than 80 percent of e-mail users in 2001 (80.9 percent) agree or strongly agree that e-mail allows them
to communicate with people they could not normally talk to as often – up from 64.7 percent who
responded the same way in 2000.
For more questions about how the Internet serves as a catalyst to create and maintain friendships, see page
71 and 72.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
E-MAIL: USERS STAY IN T OUCH
Are e-mail users more likely to keep in contact with other users? E-mail users in 2000 said yes, and that
view remains strong in 2001.
50%
Percent of Respondents
44.7%
40.1%
40%
30%
26.9%
2000
23.5%
20%
17.9%
8.8%
10%
2001
18.3%
8.6%
5.1%
6.1%
0%
Strongly
Disagree
Disagree
Neither Agree
or Disagree
Agree
Strongly
Agree
More than two-thirds of e-mail users in 2001 (67 percent) either agree or strongly agree that they are more
likely to keep in contact with someone who has e-mail, down marginally from 68.2 percent in 2000. Only
14.7 percent of e-mail users disagree or strongly disagree with that statement, up slightly from 13.9 percent
in 2000.
USERS AND E-MAIL ATTACHMENTS
Most e-mail users include a variety of attachments and other material in the messages they send. Nearly 80
percent send images or links to Web sites, while almost 40 percent include video clips.
Percent of Respondents
100%
80%
79.2%
79.9%
60%
39.2%
40%
20%
0%
Photos / Drawings /
Images
Video Clips
Email Attachments
Website Links
58
THE UCLA INTERNET REPORT: Surveying the Digital Future
DOES E-MAIL T AKE T OO MUCH T IME ?
Although complaints about bulging e-mail inboxes may seem a common office problem (see page 85), large
majorities of users in 2000 and 2001 do not think that e-mail requires too much time.
Percent of Respondents
60%
42.5%
40%
34.3%
30.4%
22.2%
2000
2001
21.3% 21.4%
20%
8.8%
8.7%
5.2%
5.1%
0%
Strongly
Disagree
Disagree
Neither Agree
or Disagree
Agree
Strongly
Agree
Of Internet users with e-mail in 2001, 13.8 percent agree or strongly agree that e-mail takes up too much
time, while 64.7 percent disagree or strongly disagree.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
MEETING PEOPLE: IS IT E ASIER ONLINE ?
Internet users consider e-mail a powerful tool to stay in touch with people they know, but they do not
believe it is easier to meet new people online than in person.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
80%
67.7%
62.5%
60%
40%
20%
6.8%
11.3%
11.4%
13.0%
8.5%
10.8%
4.5%
3.5%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Substantial majorities of new Internet users (69.3 percent) and very experienced users (79 percent) either
disagree or strongly disagree that it is easier for them to meet people online than in person.
Users under age 18 are much are more likely to agree with this statement (see the chart below).
40%
Percent Responding Agree
or Strongly Agree
33.7%
30%
28.0%
20%
12.5%
9.7%
10%
8.2%
6.1%
6.0%
5.3%
55 - 65
> 65
0%
< 16
16 - 18
19 - 25
26 - 35
36 - 45
Age
46 - 55
60
THE UCLA INTERNET REPORT: Surveying the Digital Future
DO YOU REVEAL PERSONAL DETAILS WHILE ONLINE ?
Users are unlikely to reveal personal details about themselves online. When asked if they share intimate
details of their lives that they would generally not reveal in person, 92.7 percent of the new users and 92
percent of very experienced users either disagree or strongly disagree with this statement.
New Users (<1 Year)
84.9%
Percent of Respondents
80%
Very Experienced Users (5 or More Years)
79.8%
60%
40%
20%
7.8%
12.2%
2.8%
4.7%
2.8%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
1.7%
1.7%
Agree
1.5%
Strongly
Agree
By far the largest agreement to this statement comes from teenagers (see the chart below).
Percent Responding Agree
or Strongly Agree
40%
30%
20%
14.9%
10.9%
10%
4.7%
5.8%
3.8%
3.0%
3.6%
46 - 55
55 - 65
1.2%
0%
< 16
16 - 18
19 - 25
26 - 35
36 - 45
Age
> 65
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THE UCLA INTERNET REPORT: Surveying the Digital Future
DO YOU USE MULTIPLE SCREEN NAMES WITH DIFFERENT PERSONALITIES?
A new question for 2001 raises the issue of role playing online when communicating with others. A small
number of users across the spectrum of age ranges expresses some agreement that they have multiple
screen names, and each name has its own personality.
Strongly
5
Agree
4
3.8
3.4
3.5
3.2
3.2
3
3.2
2.8
2.8
2.8
2.7
2.9
3.1
2.9
3.1
3.1 3.1
Male
Female
2
Strongly 1
Disagree
<16
16-18
19-25
26-35
36-45
46-55
56-65
>65
Age
The highest level of agreement with this statement is among girls ages 16-18. Women in all age ranges
except 36-45 report higher levels of agreement with this statement than do men.
The vast majority of users disagree or strongly disagree with this statement. Yet a small percentage of both
new users (8 percent) and very experienced users (7.2 percent) either agree or strongly agree that they have
multiple screen names, each with its own personality.
New Users (<1 Year)
Percent of Respondents
80%
77.1%
Very Experienced Users (5 or More Years)
80.7%
60%
40%
20%
5.1%
9.7%
4.6%
7.5%
3.4%
4.1%
4.6%
3.1%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
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62
SOCIAL AND PSYCHOLOGICAL EFFECTS
As the Internet becomes increasingly pervasive and accepted, online technology increasingly shapes
household life and personal interaction. The 2001 UCLA Internet Project explores a wide range of social
and personal issues that relate to going online, including beliefs about the Internet, the effects of the
Internet on children, the impact of the Internet on family and friends, and the role of the Internet
at work.
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63
VIEWS ABOUT THE INTERNET
BELIEFS ABOUT T HE INTERNET
The 2001 UCLA Internet Project asked a series of questions that explore personal views and attitudes
about the Internet. (Views of Internet non-users are shown on the first chart on the next page; users on the
second chart.)
Among the most noteworthy findings from questions about views about the Internet:
n
As in 2000, users and non-users in 2001 agree at nearly identical levels that children can gain access to “a
lot of inappropriate material” on the Internet – the highest level of agreement in this series of questions.
n
Non-users and users (to a lesser degree) agree that “people who go online put their privacy at risk.” (For
other questions about privacy, see pages 53, 65, and 66.)
n
More users than non-users say that using the Internet saves time. More non-users than users believe
that people spend too much time on the Internet.
n
Both users and non-users disagree that “the Internet has nothing significant to offer you.” Internet users
in 2001, as in 2000, especially disagree with this statement.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
2000
Strongly
5
Agree
4
4.0
2001
4.1
3.8
4.2
4.1
4.3
3.7
3
2.7
2.7
2.6
2.6
2.6
3.6
2.8
2
Strongly
Disagree 1
People Spend
Too Much Time
Online
You Feel Left
behind When You
Hear about the
Internet
People Who Do
not Have Access
Are at a Serious
Disadvantage
People Who Go
Online Put Their
Privacy at Risk
Internet Has
Nothing
Significant to
Offer You
Using the
Internet
Saves Time
Children Have Access
to a Lot of
Inappropriate Material
on the Internet
Internet Non-users
Strongly
Agree
2000
5
2001
4.3
4
3.5
3.8
3.5
3.4
4.2
4.0
4.0
3.7
3.2
3
2.1
2
Strongly
Disagree
2.0
1.7
1.8
1
People Spend
Too Much Time
Online
You Feel Left
behind When You
Hear about the
Internet
People Who Do
Internet Has
not Have Access
Nothing
Are at a Serious
Significant to
Disadvantage
Offer You
Internet Users
People Who Go
Online Put Their
Privacy at Risk
Using the
Internet
Saves Time
Children Have Access
to a Lot of
Inappropriate Material
on the Internet
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THE UCLA INTERNET REPORT: Surveying the Digital Future
PRIVACY
IS YOUR PRIVACY AT RISK WHEN YOU GO ONLINE ?
As in 2000, the issue of privacy in many forms continues to raise the greatest concern about the Internet
among both users and non-users in 2001. Respondents express considerable concern that using the
Internet creates risks to individual privacy.
58.4%
Percent of Respondents
60%
40%
28.7%
29.4%
27.1%
20%
Internet Users
Internet Non-users
16.1%
8.7%
4.8%
12.1%
10.0%
4.7%
0%
Strongly
Agree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
n
When asked if “people who go online put their privacy at risk,” more than half of Internet users (56.5
percent) and nearly three-quarters (74.5 percent) of non-users in 2001 either agree or strongly agree.
Slightly more agreed or strongly agreed in 2000 (63.6 percent of users, 76.1 percent of non-users).
n
Nearly all respondents (94.5 percent) report some level of concern about the privacy of their personal
information when or if they buy online. (See page 53)
n
The issue of privacy continues to raise barriers to online sales – especially among infrequent purchasers.
As stated on page 53, nearly all users with less than one year of experience (98.6 percent) express some
concern about credit card information when they buy online.
n
Although concerns decline somewhat among users with five or more years of online experience, the
numbers are nevertheless significant. Of very experienced users, 89.1 percent express some concern
about credit card information when buying online. Of these very experienced users, 57.2 percent remain
“very concerned” or “extremely concerned.”
n
Ten percent of non-users who were once users cite “privacy concerns” as a reason why they stopped
using the Internet entirely.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
MAINTAINING PRIVACY FROM PRIVATE BUSINESS AND GOVERNMENT
In the last half of the twentieth century, perceptions that public authorities increasingly intruded into
personal lives established the government as the traditional enemy of privacy. As information gathering for
electronic marketing and financial records has proliferated in the corporate world, private business has
joined the government as a potential threat to personal privacy.
A new question for the 2001 UCLA Internet Project asked respondents about maintaining the privacy of
personal information from government and business, and respondents – users and non-users alike – express
extremely high levels of concern. When asked about maintaining the privacy of personal information from
organizations, more than 90 percent of respondents are “somewhat concerned” or “highly concerned”
about both business and government. A slightly larger number is more concerned about business (93.2
percent for business, and 90.4 percent for government).
Percent of Respondents
When respondents are asked why they are concerned about their privacy with business organizations (see
the chart below), 32.9 percent say “businesses try to make a profit from personal information” and 27.7
percent say “businesses may sell personal information to others” – possibly reacting to highly publicized
cases of companies that sell information to direct marketing firms and other organizations without asking
permission of the customer (a problem that has been handled only in part through recent legislation).
40%
32.9%
31.7%
27.7%
30%
18.7%
20%
12.8%
8.6%
10%
6.1%
8.9%
0%
Businesses try
to make a
profit from
personal
information
Businesses
may sell
personal
information to
others
Businesses
are not as
reliable as
government
Businesses
You have more
have an
control over
incentive to do
government
what’s best for
than you do
themselves
over business
Concerns about Business and Privacy
Businesses are
not as
regulated as
government
Businesses
can’t be
trusted
Other
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THE UCLA INTERNET REPORT: Surveying the Digital Future
PRIVACY: WHO SHOULD BE RESPONSIBLE?
Opinions vary among users and non-users about who should be responsible for guaranteeing personal
privacy on the Internet. Large numbers of users and non-users believe either business, or government, or a
combination of the two should be responsible for ensuring online privacy.
Internet Users
Internet Non-users
Percent of Respondents
60%
42.7%
40%
32.5%
35.1%
29.6%
30.9%
19.8%
20%
5.0%
4.4%
0%
Government
Business
Government &
Business
Organizations
Neither Government
nor Business
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THE UCLA INTERNET REPORT: Surveying the Digital Future
THE INTERNET, F AMILY, AND FRIENDS
HOUSEHOLD T IME T OGETHER
Internet users overall believe that the Internet either has no influence on the amount of time they spend
together with household members, or positively influences household time together.
In 2001, 97.3 percent of users say the members of their household, since being connected to the Internet,
spend about the same amount of time together or more time together – up from 91.8 percent in 2000. All
of this increase comes from users who say that the household now spends more time together.
100%
Percent of Respondents
88.4%
84.3%
80%
60%
2000
2001
40%
20%
13.0%
8.2%
3.4%
2.7%
0%
Less Time
About the Same Time
More Time
Family Time Together
However, experience online does affect household time together (see the chart below). More of the very
experienced users than new users say they spend less time together with members of their household.
New Users (<1 Year)
Percent of Respondents
100%
Very Experienced Users (5 or More Years)
89.0%
83.8%
80%
60%
40%
20%
9.3%
13.7%
1.7%
2.5%
0%
Spend Less Time
Spend About the Same Time
Amount of Family Time Face-to-Face
Spend More Time
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THE UCLA INTERNET REPORT: Surveying the Digital Future
SOCIALIZING WITH FAMILY AND FRIENDS
Internet observers who consider online activity to be anti-social can note that Internet users in 2001 spend
slightly more time than non-users socializing with friends, and almost as much time with family.
Internet Users
Internet Non-users
Hours per Week
60
40
27.0
30.8
22.2
24.1
20
9.4
9.9
9.7
8.3
0
2000
2001
Socializing with Household Members
2000
2001
Socializing with Friends
Activities
DOES ONLINE E XPERIENCE AFFECT FAMILY ACTIVITIES?
New Internet users, very experienced users, and non-users report similar amounts of time involved in a
selection of activities with other members of their household – except when very experienced users report
on group television viewing.
12
10.0
Hours per Week
10
9.4
8
6.7
6.6
6
5.5
5.6
Internet Non-users
4
2.8
3.1
2.9
New Users (<1 Year)
Very Experienced Users
(5 or More Years)
2
0
Having an Evening Meal
Watching Television
Playing Games or Sports
Activities
All three groups report about the same amount of time spent having an evening meal, playing games, or
playing sports with other members of the household. However, non-users report the highest level of group
television viewing, which declines for new users, and drops substantially for users with five or more years of
Internet experience.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
IS T HE INTERNET C HANGING WHAT USERS DO AT HOME ?
Most users report that they spend about the same amount of time on non-computing activities at home as
they did before they had the Internet. Television viewing, however, showed a large decline.
Less Time
Percent of Respondents
100%
88.9%
86.6%
80.1%
80%
About the Same
84.6%
More Time
79.1%
75.2%
80.3%
80.3%
64.0%
60%
40%
33.2%
20%
6.4%
4.8%
8.7%
4.7%
19.4%
15.6%
13.1%
6.8%
8.3%
7.1%
2.8%
5.3%
15.8%
5.4%
13.0%
4.0%
6.6%
0%
Spending
Spending
Exercising or
Time with
Time with
Participating
Close
Family Facein Sports
Friends
to-Face
Face-to-Face
Expressing
Personal
Feelings
Watching
Television
Activities not Online
Listening
to the
Radio
Reading
Sleeping
Spending
Time with
Artistic /
Creative
Activities
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THE UCLA INTERNET REPORT: Surveying the Digital Future
ARE INTERNET USERS C OMMUNICATING MORE WITH FAMILY AND FRIENDS?
The Internet in 2001 continues to be a catalyst for creating and maintaining friendships and family
relationships – but views about its usefulness for this purpose vary widely.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
50%
Percent of Respondents
42.5%
40%
30%
26.1%
23.4%
20.1%
20%
16.2%
10%
20.7%
22.1%
15.6%
8.2%
5.0%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Almost half of new users (47.5 percent) and more than one-third of very experienced users (34.3 percent)
disagree or strongly disagree that since using the Internet, they communicate more with family and friends.
Yet 36.3 percent of new users and 45.5 percent of very experienced users agree or strongly agree.
For more questions about the role of e-mail in building relationships, see page 56, 57, and 59.
DOES THE INTERNET INCREASE T HE NUMBER OF PERSONAL C ONTACTS?
More of the very experienced users say they use the Internet to stay in contact with others.
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
50%
40%
39.7%
28.3%
30%
22.3%
20.7%
20%
20.7%
19.9%
23.3%
11.2%
10%
7.8%
6.2%
0%
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Of new users, 47.5 percent disagree or strongly disagree that the Internet increases the number of people
with whom they stay in contact, while 31.9 percent agree or strongly agree. Among very experienced users,
much lower numbers disagree or strongly disagree (28.5 percent), while more than half (51.6 percent) agree
or strongly agree.
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72
ONLINE FRIENDS: DO YOU MEET T HEM IN PERSON?
As in 2000, the Internet continues to serve as a catalyst for creating new friendships:
n
In 2001, 18.8 percent of Internet users say they have met someone in person whom they originally met
online.
n
These users report six new friends met in person, up slightly from 2000.
n
This year’s project found that 31 percent of Internet users say they have online friends whom they have
never met in person.
n
These users report an average of 20.7 online friends whom they have not met in person.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
VIEWS ABOUT FRIENDS
Internet users and non-users report that they see or speak to the same number of friends at least once each
week. Non-users report slightly higher numbers of neighbors whom they know by first or last name. (The
fact that non-users know more neighbors by name can probably be attributed to age: on average, non-users
are older than users, and older people have been shown to know neighbors by name.)
Internet Users
Internet Non-users
16
14.5
13.4
Hours per Week
14
12
11.3
11.3
10
8
6
4
2
0
Number of friends to see or
speak to at least once a week
Number of neighbors known
by first or last name
LIFE SATISFACTION
Compared to non-users, Internet users report slightly lower levels of interaction anxiety, powerlessness,
loneliness, alienation, and lack of guiding social norms. Internet users express slightly higher levels of life
satisfaction. Internet users are also slightly less likely to fear technology and more likely to be supportive of
freedom of speech. These findings mirror those of 2000.
Note to researchers: We do not offer a detailed picture here of these findings, but we will soon release a
detailed research paper on this topic.
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74
INTERNET USE AND FAMILY LIFE
Respondents were asked about their satisfaction with several aspects of their family life:
n
Users and non-users of the Internet are equally satisfied with the help they receive from their families
when something is troubling them.
n
Users are slightly more satisfied than non-users with how their families discuss items of common interest
and share problem-solving with them.
n
Internet users are slightly more satisfied than non-users with how their families accept their wishes to
take on new activities or make changes in their lifestyles.
n
Internet users are slightly more satisfied than non-users with how their family members express affection
and respond to their feelings such as anger, sorrow, and love.
n
Internet non-users are slightly more satisfied than users with the amount of time they and their family
members spend together.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
CHILDREN AND THE INTERNET
Do children spend too much time online? Does use of the Internet negatively affect grades? Do children
become isolated because they remain online too long?
The answers to these questions in both 2000 and 2001, say adults in households with children, remain
primarily “no.”
WHERE DO C HILDREN USE T HE INTERNET?
Nearly two-thirds of children (64 percent) who go online have access to the Internet at home.
80%
Percent of Respondents
64.0%
60%
63.6%
59.4%
52.7%
40%
2000
30.1%
20.6%
20%
0%
At Home
At School
Locations of Internet Use
Somewhere Else
2001
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THE UCLA INTERNET REPORT: Surveying the Digital Future
C HILDREN ONLINE AND T ELEVISION: THE RIGHT AMOUNT OF T IME ?
When asked about the time children spend using the Internet, 88.2 percent of adults say children in their
households spend “about the right amount of time” or “too little time” online – down from 89.9 percent in
2000.
Percent of Respondents
100%
78.7%
80%
72.4%
60%
2000
40%
20%
2001
10.1%
11.8%
11.2%
15.8%
0%
Too Little
Time
About the Right
Amount of Time
Too Much
Time
Time Online
Regarding children and television viewing, 56.3 percent of adults in 2001 say children spend about the right
amount of time or too little time watching television – up from 54.1 percent in 2000.
60%
55.2%
Percent of Respondents
49.4%
45.9%
43.8%
40%
2000
2001
20%
4.7%
1.1%
0%
Too Little Time
About the Right
Amount of Time
Time Watching Television
Too Much Time
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THE UCLA INTERNET REPORT: Surveying the Digital Future
The real gap in responses about those under 18 and television viewing is between very experienced users as
contrasted with Internet non-users and new users (see the chart below).
When asked about the amount of television viewing by children in their household, 34.7 percent of nonusers and 38 percent of new users say the children watch too much television – compared to almost half
(48.2 percent) of very experienced users.
Internet Non-users
New Users (<1 Year)
Very Experienced Users (5 or More Years)
Percent of Respondents
100%
80%
63.3%
60%
60.6%
51.1%
40%
48.2%
38.0%
34.7%
20%
2.0%
1.4%
0%
0.7%
Too Little Time
About the Right Amount of Time
Too Much Time
Time Watching Television
The number of respondents who say children in their households watch the right amount of television was
again almost similar among non-users (63.3 percent) and new users (60.6 percent), compared to slightly
more than half (51.1 percent) of very experienced users.
Surprisingly, more of the very experienced users than new users report that children go online too much.
New Users (<1 Year)
80%
Very Experienced Users (5 or More Years)
75.5%
Percent of Respondents
67.6%
60%
40%
20%
17.0%
19.8%
12.6%
7.5%
0%
Too Little
Time Online
About the Right Amount
of Time Online
Time Online
Too Much
Time Online
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THE UCLA INTERNET REPORT: Surveying the Digital Future
HAS INTERNET USE C HANGED C HILDREN’S TV VIEWING HABITS?
A new question in the 2001 survey asks how use of the Internet by children affects their television viewing.
Almost one-quarter of children now watch less TV than before they started using the Internet.
Percent of Respondents
100%
80%
75.4%
60%
40%
23.0%
20%
1.6%
0%
Watch Less
Television
Watch about the Same
Amount of Television
Watch More
Television
Internet Usage and Television
SCHOOL GRADES AND T HE INTERNET
Does the Internet affect grades? More than three-quarters of adults in 2001 (76 percent) say that since
their household acquired the Internet, the grades of children in their households have stayed the same – an
increase from 70.5 percent in 2000.
80%
76.0%
Percent of Respondents
70.5%
60%
2000
40%
2001
26.2%
20%
20.5%
3.3%
3.6%
0%
Improved
Stayed the Same
Declined
Effect on Grades
Adults who say that children’s grades have improved since going online has declined in 2001 to 20.5
percent, down from 26.2 percent in 2000.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
C HILDREN, THE INTERNET, AND INTERACTION WITH FRIENDS
Respondents say that the Internet has little effect on children in their households and their interaction with
friends.
Percent of Respondents
100%
89.0%
87.7%
80%
60%
2000
2001
40%
20%
7.0%
8.2%
4.0%
4.1%
0%
Children Spend Less
Time with Friends
Children Spend about the
Same Time with Friends
Children Spend More
Time with Friends
Children's Social Interaction
In 2001, 91.8 percent of adults in households with children say that since they acquired the Internet, the
children in their households spend about the same amount of time or more time with friends – down
slightly from 93 percent in 2000.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
DO YOU T ELL YOUR PARENTS E VERYTHING YOU DO ONLINE ?
Do children share all of their Internet experiences with their parents? The answer is “no.” More than half
(55 percent) of children ages 12-15 say they do not tell their parents everything they do on the Internet.
Yes
No
45.0%
55.0%
ADULTS AND INTERNET MONITORING
Adults continue to be vigilant about Internet use by children in their households. As in 2000, adult
respondents to the 2001 survey say they keep a close watch on children’s Internet use, limit online hours, or
use software to filter or block questionable Web sites.
100%
Percent of Respondents
88.0%
91.4%
80%
66.8%
66.7%
66.3%
62.1%
60%
40%
2000
2001
32.8%
31.5%
20%
0%
Nanny or filtering
software
Children have to
ask permission to
access the Internet
Limiting number of
hours children can
access the Internet
Means of Supervision
Keeping an eye on
what children do
on the Internet
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THE UCLA INTERNET REPORT: Surveying the Digital Future
INTERNET ACCESS: A PUNISHMENT T OOL?
Denying access to the Internet is used increasingly as a tool for punishing children – although still not as
often as denial of television is used as punishment.
60%
Percent of Respondents
48.7%
40%
47.5%
37.2%
2000
30.6%
2001
20%
0%
Internet
Television
Punishment
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82
POLITICAL POWER AND INFLUENCE
Users in 2001 say the Internet continues to be an important resource for gathering information about
political issues, but they do not believe that the Internet gives them more political power, or helps them
influence political decisions and government officials.
In 2001, agreement declined to all three questions about the Internet’s usefulness as a tool to gain political
power and influence.
DOES T HE INTERNET HELP WITH POLITICAL KNOWLEDGE?
When asked if “by using the Internet people like you can better understand politics,” 45.1 percent of users
agree or strongly agree – virtually identical to responses in 2000.
Those in 2001 who disagree or strongly disagree increased to 23.5 percent, up from 21.2 percent in 2000.
IS T HE INTERNET A TOOL T O HELP GAIN POLITICAL POWER?
When asked if “by using the Internet people like you can have more political power,” 25.6 percent of users
agree or strongly agree, down from 29.3 percent in 2000.
Those in 2001 who disagree or strongly disagree increased to 45.3 percent, up from 37.3 percent in 2000.
C AN T HE INTERNET GIVE USERS MORE SAY ABOUT WHAT T HE GOVERNMENT DOES?
When asked if “by using the Internet people like you will have more say about what the government does,”
20.9 percent of users in 2001 agree or strongly agree, down from 23.9 percent in 2000.
Those in 2001 who disagree or strongly disagree increased to 51.6 percent, up from 42 percent in 2000.
C AN T HE INTERNET HELP MAKE PUBLIC OFFICIALS C ARE ABOUT USERS ’ VIEWS ?
Finally, when asked if “by using the Internet, public officials will care more about what people like you
think,” 24 percent of users agree or strongly agree, down from 27.8 percent in 2000.
Those in 2001 who disagree or strongly disagree increased to 44 percent, up from 36.4 percent in 2000.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
POLITICAL AFFILIATION
As in 2000, there is little difference in the political orientation of Internet users and non-users in the 2001
study. A slightly higher proportion of users identify themselves as liberal, and slightly more non-users
identify themselves as conservative.
Percent of Respondents
50%
38.5%
40%
34.5%
30%
27.5%
27.6%
21.5%
Internet Users
20%
10%
9.5%
Internet Non-users
14.6%
12.1%
7.1%
7.3%
0%
Very
Conservative
Somewhat
Conservative
Middle of the
Road
Political Beliefs
Somewhat
Liberal
Very
Liberal
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THE UCLA INTERNET REPORT: Surveying the Digital Future
THE INTERNET AT WORK
While employers recognize the role of the Internet and e-mail for information-gathering and marketing, the
technology continues to raise questions about productivity and potential abuse in the workplace.
Monitoring e-mail and Internet use remains an issue for both management and employees.
DO YOU USE T HE INTERNET AT WORK?
Use of the Internet in the workplace has increased between 2000 and 2001 for both personal and
professional uses.
Percent of Respondents
100%
79.7%
80%
60%
52.4%
85.5%
83.7%
89.7%
60.7%
58.1%
50.7%
2000
40%
2001
20%
0%
Personal E-mail
Business E-mail
Visiting Websites or
Surfing for Personal
Use
Activities at Work
Visiting Websites or
Surfing for Business
Use
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THE UCLA INTERNET REPORT: Surveying the Digital Future
DOES T HE INTERNET AFFECT PRODUCTIVITY?
Is the Internet a catalyst for productivity? Users say yes, and in growing numbers.
Percent of Respondents
50%
38.8%
40%
34.8%
34.7%
31.7%
29.2%
30%
2000
22.0%
2001
20%
10%
0.8%
3.8%
0.9%
3.4%
0%
Much Less
Productive
Somewhat Less
Productive
Neither More nor Somewhat More
Less Productive
Productive
Much More
Productive
Effect on Productivity
In 2001, 60.9 percent of users say that access to the Internet at work makes them somewhat more
productive or much more productive, up from 56.7 percent in 2000. The largest change was the increase
among those who say the Internet makes them much more productive.
WHY DOES T HE INTERNET AT WORK MAKE YOU LESS PRODUCTIVE ?
Of employees who say the Internet makes them less productive at work, by far the number one reason
they gave was that they spend time on the Internet doing things unrelated to work. Other top reasons are
the time required to read and write business-related e-mail, and too much time spent on personal messaging
and online chatting.
40%
Percent of Respondents
33.2%
30%
20%
13.8%
10%
16.0%
13.8%
6.9%
5.4%
3.5%
4.0%
3.5%
0%
Connection
is Too Slow
Hard to Resist
Responding to
Personal Email
Spend Too
Much Time with
Work Email
Difficult to Convey
Complex Ideas
Remotely
Spend Time on
the Internet
Unrelated to Work
Very Distracting
Too Much Time
Spent on Personal
Messaging/Chatting
Not Familiar
Enough with the
Technology
Other
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CONCLUSIONS
Three years ago, when the UCLA Internet Project was being developed, who could have foreseen the
turbulent events and economic downturn that would lead to the collapse of the dot-com boom? As the
effects of extravagance and short-sighted business planning within the high-tech sector took root, unrealistic
projections about Internet business opportunities gave way to harsh economic realities that resulted in rapid
contraction, layoffs, and retrenchment for much of the online world.
From the perspective of the UCLA Internet Project, a major question to consider in 2001 is: how did a
backdrop of economic meltdown affect users and non-users of the Internet? Would Internet users lose
faith in online technology? Would Internet use decline? Did the collapse of the Internet boom affect
online purchasing and other uses?
The dot-com crash, combined with a general economic malaise in 2001, could have created an immense
shift in online use, loss of credibility for the Internet among users, and dismal prospects for new access by
non-users. Clearly, many issues of concern about the Internet remain from 2000, and new ones have
emerged in 2001. Yet just as clearly, the Internet is more vigorous than ever; a large majority of Americans
go online, Internet use continues to increase, and growing numbers of non-users expect to go online in the
next year.
With that in mind, how do users and non-users feel about the Internet and other online technology?
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ARE USERS SATISFIED OR DISSATISFIED WITH T HE INTERNET?
Users of the Internet in 2001 are generally satisfied with online technology at about the same levels as in
2000. Overall, the Internet was rated 4.0 on a scale of 1 (not satisfied) to 5 (completely satisfied).
Specifically, users are most satisfied with the ability to communicate with other people on the Internet. In a
new question for 2001, users rate the ability to purchase items online as 3.7 on a scale of 5.
Users are also generally satisfied with the amount of relevant information available online, the availability of
goods and services, and the ease of search methods. Users were least satisfied with the speed of their
connection to the Internet.
2000
Completely
5
Satisfied
4
4.0
4.0
2001
4.1
3.8
3.8
3.6
4.2
4.0
3.7
4.0
3.7
3.2
3.2
3
2
Not at All
Satisfied 1
The amount
of relevant
information
available on
the Internet
The availability
of goods and
services on
the Internet
The ease of
finding
information
on the
Internet
The speed of
your
connection
to the
Internet
The ability to
communicate
with other
people using
the Internet
The ability to
purchase items
using the
Internet
The
Internet
overall
(Not asked in 2000)
Aspects of the Internet
HOW HAS C OMMUNICATION T ECHNOLOGY AFFECTED T HE WORLD?
Attitudes about the effect of communication technology on the world have shifted modestly in 2001
compared to 2000. Among Internet users, those who believe that communication technology has made the
world a better place dropped slightly to 62 percent, down from 66 percent in 2000.
Percent of Respondents
80%
62.0%
60%
50.7%
40%
32.6%
31.6%
Internet Users
Internet Non-users
17.7%
20%
5.4%
0%
Worse Place
Neither Better nor Worse
Better Place
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ISSUES AND TRENDS
Among the findings on more than 100 major issues explored in Year Two of the UCLA Internet Project,
several topics, trends, and questions emerge as particularly noteworthy:
1. PRIVACY
Privacy is the paramount issue of concern about the Internet for users and non-users alike. Credit card
security (see #5 below) is only part of the story; whether one buys online, or simply accesses the Internet
for information, or is not a user at all, concerns about privacy remain at the root of a wide range of issues
that affect the Internet.
How can Internet providers, users, and non-users dispel concerns about online privacy? The answer to that
question is not clear – nor is it yet on the horizon.
2. NEW USERS VS. VERY E XPERIENCED USERS : A GAP
In question after question, the 2001 survey found tremendous differences between the online behavior and
views of new users (with less than one year online) and very experienced users (five or more years online).
For online marketers, technology developers, and Internet planners, understanding these differences will be
crucial as Internet use continues to evolve.
3. INTERNET C REDIBILITY
While users in growing numbers consider the Internet an important source of information, the material
available online continues to suffer from credibility problems among some users. About 58 percent of
users in 2001 believe that most or all of the information on the Internet is reliable and accurate, and more
than one-third say that only about half of online information is reliable and accurate.
New divisions are developing among Internet users: those who know how to discern good information and
those who do not, or those who know how to find reliable information and those who do not. Many
Internet users translate their inherent trust in traditional media to the information they see on the Internet.
Is that credibility justified?
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4. TELEVISION
From every perspective explored in the UCLA Internet Project, television is the primary victim of the
growth of Internet use. Americans do not seem to sacrifice any element of their personal or social lives by
using the Internet, except for time spent watching television.
These findings about television have profound implications for marketing, communications, and social
behavior that are only now beginning to emerge. Primary among the intriguing issues to consider is that
television is a passive leisure activity, while the Internet is an interactive technology that involves work, play,
school, and social behavior. How will social attitudes and behavior change as America becomes less of a
passive TV-viewing culture and more of a interactive Internet-using e-community?
5. ONLINE C OMMERCE
Although online purchasing in general continues to be strong, and Internet purchasers report some shifts
away from traditional retail buying, a smaller number of Internet purchasers in 2001 say they will increase
their online purchasing. And, Internet shoppers do not believe that buying online gives them a price
advantage. How will these issues affect online purchasing?
Most important are continuing broad concerns about using credit cards online. Consumers have widely
divergent views about credit card security when used in traditional purchasing compared to online shopping;
restaurant patrons who think nothing of leaving a signed credit card receipt on a table in a busy cafe are
nevertheless extremely concerned about online security. Without question, broad shifts in perceptions
about Internet security must occur before online purchasing can truly flourish.
.
6. FREE ONLINE SERVICES BECOMING PAY SERVICES
In 2001, business realities require many Internet organizations that provided free online services to
transform them into Web sites that require a fee for use; that trend continues. These shifts, along with
changes in free services that are developing as legal questions about access to information online unfold
(such as the Napster case), are forcing Internet users to realize that many favorite online services may soon
require a fee.
The 2001 UCLA Internet Project found that about 38 percent of users say they would pay a reasonable
price for a free online service if it became a pay service; 29 percent are unsure if they would pay, and
about 33 percent would not. This question, like many others in the survey, is a “glass is half-full or halfempty” issue; some marketers will rejoice that nearly 38 percent of users would be willing to pay for a
service that they previously received for free, while others would despair because 62 percent are either
neutral or disagree.
As online marketing trends change, and providers of free services continue to evaluate their pricing policies,
this subject will continue to be important to watch in upcoming surveys.
THE UCLA INTERNET REPORT: Surveying the Digital Future
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7. THE RISE OF BROADBAND
We are particularly interested in tracking the changes that will result from the growing use of connections to
the Internet that are faster than telephone modems, such as broadband. Will the use of broadband result in
more Internet use because of more convenient and faster access, or less online time because use is more
efficient? How will these changes influence the choices of online activities, household time together,
television viewing, and other activities?
8. POST-SEPTEMBER 11: A FOLLOW-UP
The issues that have emerged from the September 11 terrorist attacks vividly illustrate that the Internet
serves the best and worst of humanity; terrorists may have used the Internet to communicate and plan their
attacks, but online services aided the recovery and created a network of outreach that brought the world
closer together in an unprecedented outpouring of support.
The UCLA Internet Project completed the survey work for this report before September 11; clearly,
follow-up study must explore a range of key issues that have emerged since then. We are planning a special
report early in 2002 that explores the attitudes about the Internet and related behavior of users and nonusers since September 11.
9. THE MAINSTREAMING OF T HE INTERNET
Finally, in both 2000 and 2001, the UCLA Internet Project found that going online is a mainstream activity
that transcends age, income, and education levels. Worth repeating here is a point made in the 2000 report:
the Internet has become the fastest growing electronic technology in world history. In 1994, when the
UCLA Center for Communication Policy, the Academy of Television Arts and Sciences, and then-Vice
President Al Gore hosted the first “Information Superhighway” conference, the Internet had little
immediate relevance in the daily lives of Americans.
Now, seven years later, a large majority of Americans use online technology, most users have e-mail, buying
online is routine, and the Internet is viewed by new and experienced users alike as a key source of
information.
Will the Internet continue to grow as a tool for information gathering, purchasing, and communication? If
so, how will this growth affect the daily lives of Americans? Those issues will be our paramount concern
as the UCLA Internet Project continues its explorations into the ever-evolving impact of online technology.
* * * * * * * *
THE UCLA INTERNET REPORT: Surveying the Digital Future
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SUPPLEMENT 1
THE UCLA CENTER FOR COMMUNICATION POLICY
The UCLA Center for Communication Policy is a forum for the discussion and development of policy
alternatives addressing the leading issues in media and communication. Communication policy at its core
begins with the individual and the family.
The Center conducts and facilitates research, courses, seminars, working groups, and conferences designed
to have a major impact on policy at the local, national, and international levels. In addition, it provides a
base for visiting scholars who are engaged in efforts to examine and shape communication policy. The
Center's goals include using the vast intellectual resources of UCLA to deal with some of the most
important concerns of the day and to have a transforming effect on the issues.
The Center is based in the UCLA Anderson Graduate School of Management and maintains an affiliation
with the university's College of Letters & Science.
In October 2000, the Center released the first UCLA Internet Report, the beginning of an international,
long-term exploration of the impact of the Internet on society. This work is part of the World Internet
Project, which is organized and coordinated by the Center; included in the World Internet Project are
UCLA's work and partner studies in countries in Europe, the Middle East, South America, and Asia.
Since the creation of the Center for Communication Policy in September 1993, it has been awarded a
multi-million-dollar national research grant, held numerous national and local conferences, conducted three
nationwide surveys with one of America's leading news magazines, and established a national identity in the
area of communication policy for the Center and UCLA.
In a short period of time, the UCLA Center for Communication Policy has become an internationally
regarded policy studies center. The Center is committed to studying, through a variety of prisms, the
important communication issues that transform our lives.
For more information about the Center, visit www.ccp.ucla.edu.
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THE UCLA INTERNET REPORT: Surveying the Digital Future
SUPPLEMENT 2
THE WORLD INTERNET PROJECT – INTERNATIONAL CONTACTS
UNITED STATES (ORGANIZER)
UCLA Center for Communication Policy
www.ccp.ucla.edu
ITALY
SDA Bocconi, Bocconi University
www.sdabocconi.it/oii/
C HINA
Chinese Academy of Social Sciences
www.cass.net.cn/philosophy/
CSD/Internetsurvey2000
JAPAN
Toyo University
www.toyo.ac.jp
FRANCE
Theseus International Management Institute
www.theseus.edu
GERMANY
European Institute for the Media
www.eim.org
KOREA
Yonsei University
www.yonsei.ac.kr
MACAU
University of Macau
www.umac.mo
HONG KONG
City University of Hong Kong
www.cityu.edu.hk
SINGAPORE
School of Communication Studies
Nanyang Technological University
www.ntu.edu.sg/scs/main/welcome.htm
HUNGARY
Technical University of Budapest
www.bme.hu
SWEDEN
World Internet Institute
www.worldinternetinstitute.net
INDIA
Indian Institute of Technology, Bombay
www.iitb.ernet.in
T AIWAN
National Chung Cheung University
www.ccu.edu.tw
IRAN
Sharif University of Technology
www.sharif.ac.ir
THE UCLA INTERNET REPORT: Surveying the Digital Future
93
SUPPLEMENT 3
RESEARCH METHODS
In creating “Surveying the Digital Future,” the primary goal of the UCLA Internet Project is to create and
maintain a representative sample of users and non-users in the United States. Here is the methodology that
was used to conduct the project:
n
For the 2001 UCLA Internet Project, interviews were conducted with 2,006 households throughout the
50 states and the District of Columbia.
n
For both the original sample drawn last year and the replacement sample selected this year, a national
Random Digit Dial (RDD) telephone sample using an Equal Probability Selection Method (EPSEM) was
used. This sampling methodology gives every telephone number in the 50 states and the District of
Columbia an equal chance of being selected.
n
In the initial call, an interviewer spoke to a person in the household 18 years of age or older to obtain a
roster of all household members. At this point, a computer system (“CFMC Servent” CATI) randomly
selected one individual from among those 12 years of age and over in the household to be the
interviewee from that household.
n
If the randomly selected individual was between 12 and 17 years of age, the interviewer asked a parent
or guardian for permission to interview the child.
n
In the initial contact, once the selection of a household member was made, only that individual was
eligible to complete the interview.
n
Eight call attempts were made to complete an interview. If a household refused twice, it was not
contacted again.
n
When contacting panel members from the original sample, up to 16 call attempts were made to reach
them. The same household member who participated last year was interviewed again. The only condition
in which a new household member was accepted was if the person interviewed last year was no longer a
member of the household.
THE UCLA INTERNET REPORT: Surveying the Digital Future
94
n
Those participating in the survey for the second year were paid a monetary incentive.
n
Interviews were conducted in English and Spanish. Interviewing took place between May and July 2001.
n
The data was compared to U.S. Census data to ensure that the sample was representative in terms of
geographic distribution, race, age, sex, family composition, education, and household income.
n
The sample was very close on all demographic categories except for minor discrepancies on education,
gender, and race. To correct for this the data was weighted by these three factors. Sample size was
preserved during the weighting process.
UCLA C ENTER FOR C OMMUNICATION POLICY
WWW.CCP.UCLA.EDU
BOX 951586
LOS ANGELES, CA 90095-1586
INTERNET@ UCLA.EDU