The situation could change, but only if the Web can evolve from its current status as an information utility to a full-blown entertainment medium. It isn't that now. At 14.4 kbps, the speed of most modems, it simply takes too long to download moving pictures and good-quality audio content from a Web page. In fact, as the American Internet Survey discovered, users are unusually cautious about where they go on the Web. Experienced users will look at a total of perhaps 200 to 500 sites, but will fully explore less than 50.
Web users are also very cautious about adopting sites to which they want regular access.
Novice users will visit fewer than five sites on a regular basis, although they are more open to changing their lists. In the absence of hypertext links or hotlists, exact addresses must be remembered and typed in. There is also the investment in time necessary to download artwork and information. Ideally, they want to be simultaneously informed and entertained. The American Internet User Survey discovered there was actually very little recall about specific Web sites.