Traditional newspapers and magazines are most commonly used to gather purchase related information. As expected in the second survey, non-commercial internet resources are now being used more than direct mail advertising and brochures. Finally, use of commercial WWW sites which provide more than just advertising is almost at par with direct mail, and is expected to overtake it in the next six months. Regarding future purchases through any source, as many as 4 in 5 will buy computer related products, casual clothing, books and music. Few expect to buy jewelry or sunglasses.
Legal services are last.
Most of these purchases will continue to be made at traditional retail stores. However, for computer hardware and software, direct mail is also a popular option. These are also the categories where respondents expect to use online purchasing most intensively. As before, online purchase of books and music is also high, even though respondents don't buy these through direct mail catalogs as often. Their greater affluence, family size, age, and exposure to online commerce may have led to the higher purchase rates.