Inc. Its flagship survey pointed to trends in the diversity of users and content providers. This is an organic environment that is unfolding before our very eyes, Miller observed. Increasingly, those with less education and income are accessing the Web, as most college grads are already on the Web. Business usage has increased among all occupational segments, and nearly half of the companies with less than 100 employees will be online by the end of 1999. Small businesses rely on industry-specific news and professional associations, followed by online directories and local news.
Larger businesses use the Web for research, product information, and news, in that order.
Consistent users have integrated the Web into their lives, using it an average of 11 hours per week. According to Miller, more adults are willing to pay for Web content. Experienced users are more likely to go directly to a Web site, while newbies tend to start with a search engine. Miller advised vendors to keep focused on customers, identify valuable segments, promote their sites both off-line and online, and build their businesses around their databases. Off-line advertising works for sending a message whereas online advertising is preferred for involving the customer.