UCLA Internet Report (online version) - Center for the Digital Future
UCLA Internet Report (online version) - Center for the Digital Future
UCLA Internet Report (online version) - Center for the Digital Future
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THE <strong>UCLA</strong> INTERNET REPORT 2001<br />
Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong><br />
YEAR TWO<br />
<strong>UCLA</strong> CENTER FOR COMMUNICATION POLICY<br />
WWW.CCP.<strong>UCLA</strong>.EDU
THE <strong>UCLA</strong> INTERNET REPORT 2001<br />
Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong><br />
YEAR TWO<br />
Jeffrey I. Cole, Ph.D.<br />
Director, <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy<br />
Founder and Organizer, World <strong>Internet</strong> Project<br />
Michael Suman, Ph.D., Research Director<br />
Phoebe Schramm, Associate Director<br />
Robert Lunn, Ph.D., Senior Research Analyst<br />
Jean-Francois Coget, Graduate Associate<br />
David Firth, Graduate Associate<br />
Dennis Fortier, Graduate Associate<br />
Koren Hanson, Graduate Associate<br />
Qin Jiang, Graduate Associate<br />
Rajesh Singh, Ph.D., Graduate Associate<br />
Yutaka Yamauchi, Graduate Associate<br />
Jedrix-Sean Aquino, Research Assistant<br />
Written by Harlan Lebo<br />
Design by Robin Weisz<br />
Production editing by Monica Dunahee
THE <strong>UCLA</strong> INTERNET REPORT 2001<br />
Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong><br />
YEAR TWO<br />
ADDITIONAL COPIES<br />
You are welcome to download additional copies of The <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> 2001 <strong>for</strong> research or<br />
individual use. To download <strong>the</strong> full text and graphs in this report, go to www.ccp.ucla.edu.<br />
Printed copies of this report can be ordered by contacting <strong>the</strong> <strong>Center</strong> at <strong>the</strong> address below.<br />
ATTRIBUTION<br />
REPRINTING<br />
QUESTIONS<br />
Excerpted material from this report can be cited in media coverage and institutional publications. Text<br />
excerpts should be attributed to The <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> 2001 – “Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong>.” On<br />
second reference, use The <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> 2001.<br />
Graphs should be attributed in a source line to:<br />
The <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> 2001 -- “Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong>”<br />
<strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy<br />
Reprinting of this report in any <strong>for</strong>m o<strong>the</strong>r than brief excerpts requires permission from <strong>the</strong> <strong>UCLA</strong> <strong>Center</strong><br />
<strong>for</strong> Communication Policy at <strong>the</strong> address below.<br />
E-mail: internet@ucla.edu<br />
<strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy<br />
Box 951586<br />
Los Angeles, CA 90095-1586<br />
(310)825-3711<br />
www.ccp.ucla.edu
The <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy thanks its foundation and corporate partners,<br />
whose participation in <strong>the</strong> World <strong>Internet</strong> Project make this work possible:<br />
National Science Foundation<br />
America Online (AOL) Time Warner<br />
Microsoft<br />
The Walt Disney Company<br />
Sony<br />
Verizon<br />
Pacific Bell<br />
DirecTV<br />
Accenture<br />
Hewlett-Packard<br />
Merrill Lynch<br />
National Cable Television Association
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 5<br />
SUMMARY: <strong>UCLA</strong> INTERNET REPORT 2001<br />
In 2000, <strong>the</strong> first report of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project created a base profile of behavior and attitudes<br />
about <strong>Internet</strong> use and non-use. This year, <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> presents data on more than<br />
100 major issues. Most of this 2001 data is compared with findings from 2000.<br />
The 2001 report focuses on <strong>Internet</strong> users vs. non-users, as well as new users (less than one year of<br />
experience) compared to very experienced users (five or more years of experience).<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> Project leaves little doubt that <strong>the</strong> <strong>Internet</strong> is now a mainstream activity in<br />
American life that continues to spread among people across all age groups, education levels, and incomes.<br />
Highlights of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> within its five major areas include:<br />
WHO IS ONLINE? WHO IS NOT? WHAT ARE USERS DOING ONLINE?<br />
TOTAL INTERNET ACCESS<br />
� The <strong>UCLA</strong> <strong>Internet</strong> Project found that 72.3 percent of Americans in 2001 go <strong>online</strong>, an increase from<br />
66.9 percent in 2000. (Pages 17 and 18)<br />
HOURS ONLINE<br />
� Users in 2001 go <strong>online</strong> about 9.8 hours per week, up from 9.4 hours per week in 2000. (Pages 17 and<br />
18)<br />
ARE USERS SATISFIED OR DISSATISFIED WITH THE INTERNET?<br />
� Users of <strong>the</strong> <strong>Internet</strong> in 2001 are satisfied with <strong>online</strong> technology at <strong>the</strong> same level as in 2000. The<br />
<strong>Internet</strong> overall received a rating of 4.0 on a scale of 1 (low) to 5 (high).<br />
� Users are most satisfied with <strong>the</strong>ir ability to communicate with o<strong>the</strong>r people using <strong>the</strong> <strong>Internet</strong>.<br />
� In a new question <strong>for</strong> 2001, users positively rated <strong>the</strong> ability to purchase items <strong>online</strong> as 3.7 on a scale of<br />
1 to 5.<br />
� Users were least satisfied with <strong>the</strong> speed of <strong>the</strong>ir connection to <strong>the</strong> <strong>Internet</strong>, rating it 3.2. (Page 87)<br />
MOST POPULAR INTERNET ACTIVITIES<br />
� The top five most popular <strong>Internet</strong> activities are using e-mail and instant messaging, web browsing,<br />
buying <strong>online</strong>, finding entertainment in<strong>for</strong>mation, and reading news. (Page 18)<br />
GOING ONLINE: THE PRIMARY REASON<br />
� The top reason why users started to use <strong>the</strong> <strong>Internet</strong> is to obtain in<strong>for</strong>mation quickly, followed by work<br />
needs, and <strong>the</strong>n access to e-mail. (Page 19)
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 6<br />
SUMMARY: <strong>UCLA</strong> INTERNET REPORT 2001 (CONTINUED)<br />
BUYING ONLINE<br />
� 48.9 percent of <strong>Internet</strong> users purchased <strong>online</strong> in 2001, down from 50.7 percent in 2000. (Page 38)<br />
WILL NON-USERS GO ONLINE IN 2002?<br />
� Of respondents who are not <strong>online</strong>, 44.4 percent say <strong>the</strong>y expect to go <strong>online</strong> within 12 months, up from<br />
40 percent in 2000. (Page 28)<br />
NEW USERS VS. VERY EXPERIENCED USERS: MAJOR DIFFERENCES<br />
� The study found that a new gap in patterns of <strong>Internet</strong> use is emerging: <strong>the</strong> difference between how<br />
experienced users and those with little experience <strong>online</strong> use <strong>the</strong> <strong>Internet</strong>. (Page 18)<br />
MODEM VS. BROADBAND: HOW LONG ONLINE?<br />
� <strong>Internet</strong> users with broadband report 3.2 more <strong>online</strong> hours per week than <strong>Internet</strong> users who connect<br />
with a telephone modem. (Page 25)<br />
NON-USERS: WHY NOT ONLINE?<br />
� The primary reason why 27.7 percent of Americans are not <strong>online</strong> is “no computer” or “lack of access<br />
to an adequate computer.” The number of non-users who are “not interested” is declining. (Page 26)<br />
ELECTRONIC DROPOUTS: WHY?<br />
� The primary reason <strong>for</strong> not using <strong>the</strong> <strong>Internet</strong> given by non-users who were once users is <strong>the</strong> same as <strong>the</strong><br />
response of those who do not currently use <strong>the</strong> <strong>Internet</strong>: “no computer available.” (Page 27)<br />
MEDIA USE AND TRUST<br />
MEDIA USE<br />
� As in 2000, <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> found that <strong>Internet</strong> users employ substantially more media<br />
than non-users. The only media use more by non-users than users is television. (Page 30)<br />
TELEVISION: VIEWING DECLINES AMONG INTERNET USERS<br />
� Responses to several questions reveal that <strong>Internet</strong> users of all ages watch significantly less television than<br />
non-users: <strong>Internet</strong> users in 2001 watch 4.5 hours per week less television than non-users; television<br />
viewing decreases as <strong>Internet</strong> experience increases; almost one-quarter of adults say that <strong>the</strong> children in<br />
<strong>the</strong>ir households watch less television since <strong>the</strong>y started using <strong>the</strong> <strong>Internet</strong>. (Pages 32, 76, and 78)<br />
THE INTERNET: AN IMPORTANT SOURCE OF INFORMATION? FOR ENTERTAINMENT?<br />
� Increasing numbers of users say <strong>the</strong> <strong>Internet</strong> is an important source of in<strong>for</strong>mation. Even new users<br />
believe that <strong>the</strong> <strong>Internet</strong> is a very important or extremely important source of in<strong>for</strong>mation.<br />
� Rankings of <strong>online</strong> content as a source of entertainment are roughly unchanged from 2000. (Page 33)<br />
MEDIA AND SEXUAL CONTENT<br />
� A new question <strong>for</strong> 2001 asks about <strong>the</strong> amount of sexual content on television, in movies, and on <strong>the</strong><br />
<strong>Internet</strong>. Large majorities of respondents (82.4 percent <strong>for</strong> movies, 80.5 percent <strong>for</strong> television, and 61.1<br />
percent <strong>for</strong> <strong>the</strong> <strong>Internet</strong>) say that half or more of <strong>the</strong> subject matter found in all of <strong>the</strong>se media contains<br />
too much sexual content. (Page 35)<br />
INFORMATION ON THE INTERNET: IS IT RELIABLE AND ACCURATE?<br />
� 36.3 percent of users say that half of <strong>online</strong> in<strong>for</strong>mation is reliable and accurate. (Page 36)
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 7<br />
SUMMARY: <strong>UCLA</strong> INTERNET REPORT 2001 (CONTINUED)<br />
CONSUMER BEHAVIOR<br />
HOW OFTEN DO YOU BUY ONLINE?<br />
� Of <strong>the</strong> 48.9 percent of users who made a purchase <strong>online</strong> in 2001, more than three-quarters say <strong>the</strong>y<br />
make 1-10 purchases per year. Very experienced <strong>Internet</strong> users average 20 <strong>online</strong> purchases per year,<br />
compared to four annual purchases <strong>for</strong> new users. (Page 38)<br />
SHOPPING IN STORES, BUYING ONLINE; SHOPPING ONLINE, BUYING IN STORES<br />
� The number of <strong>Internet</strong> purchasers who say <strong>the</strong>y shop in local stores and later buy <strong>online</strong> has declined.<br />
The number of <strong>Internet</strong> users who browse <strong>online</strong> and later buy in stores has also declined. (Page 48)<br />
INTERNET PURCHASING: EFFECTS ON RETAIL, MAIL AND PHONE ORDERS<br />
� In 2001, <strong>online</strong> buying continues to replace some purchasing in retail stores, but at a lower level than in<br />
2000. Buying <strong>online</strong> also affects purchasing by mail or phone order. (Pages 40, 41, and 45)<br />
THE FIRST ONLINE PURCHASE: HOW LONG DID IT TAKE?<br />
� Most <strong>Internet</strong> users do not begin buying <strong>online</strong> immediately; users 56-65 years old require <strong>the</strong> longest<br />
amount of time (23.2 months) be<strong>for</strong>e <strong>the</strong> first purchase, followed by those ages 19-24.<br />
� When asked why users wait to make <strong>the</strong>ir first <strong>online</strong> purchase, concern about fraud and deception rank<br />
among <strong>the</strong> top reasons. (Page 42 and 43)<br />
SALES TAX: WOULD IT AFFECT ONLINE PURCHASING?<br />
� Of current <strong>Internet</strong> purchasers, 43.3 percent agree or strongly agree that <strong>the</strong> addition of sales tax <strong>for</strong><br />
<strong>online</strong> purchases would reduce <strong>the</strong>ir buying on <strong>the</strong> <strong>Internet</strong>. (Page 52)<br />
FREE ONLINE SERVICES: WILL INTERNET USERS PAY FOR THEM?<br />
� When <strong>Internet</strong> users are asked if <strong>the</strong>y would be willing to pay a reasonable price <strong>for</strong> a free <strong>online</strong> service<br />
if it became a pay service, 37.9 percent agree, while 32.8 disagree. (Page 53)<br />
CONCERNS ABOUT CREDIT CARD INFORMATION: A MAJOR PROBLEM<br />
� In both 2000 and 2001, <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project found deep concerns about privacy among all users;<br />
prominent among <strong>the</strong> privacy issues was concern about credit card security. (Page 53)<br />
COMMUNICATION PATTERNS<br />
DOES E-MAIL REQUIRE TOO MUCH TIME?<br />
� Although complaints about bulging e-mail inboxes may seem a common office problem, large majorities<br />
of users in 2000 and 2001 do not think that e-mail requires too much time. (Page 58)<br />
E-MAIL: DOES IT HELP YOU REACH OUT TO OTHERS?<br />
� Growing numbers of users say that e-mail helps <strong>the</strong>m communicate with people <strong>the</strong>y could not normally<br />
connect with o<strong>the</strong>rwise. (Pages 56, 57, and 72)<br />
MEETING PEOPLE: IS IT EASIER ONLINE?<br />
� Although <strong>Internet</strong> users consider e-mail a powerful tool to stay in touch with people <strong>the</strong>y know, <strong>the</strong>y do<br />
not believe it is easier to meet new people <strong>online</strong> than in person. (Pages 59)<br />
INTERNET SCREEN NAMES WITH DIFFERENT PERSONALITIES<br />
� A small number of users say <strong>the</strong>y have multiple screen names, and each name has its own personality.<br />
This is most common among girls ages 16-18. (Page 61)
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 8<br />
SUMMARY: <strong>UCLA</strong> INTERNET REPORT 2001 (CONTINUED)<br />
SOCIAL AND PSYCHOLOGICAL EFFECTS<br />
CHILDREN AND THE INTERNET<br />
� <strong>Internet</strong> users and non-users agree at nearly identical levels that children can gain access to “a lot of<br />
inappropriate material” while <strong>online</strong>.<br />
� Adults say that children in <strong>the</strong>ir household do not spend too much time <strong>online</strong>, nor does <strong>the</strong> <strong>Internet</strong><br />
negatively affect <strong>the</strong>ir grades or friendships.<br />
� Almost one-quarter of children now watch less TV than be<strong>for</strong>e <strong>the</strong>y used <strong>the</strong> <strong>Internet</strong>. (Pages 75-81)<br />
PRIVACY ONLINE<br />
� As in 2000, <strong>the</strong> issue of privacy continues to raise significant concerns about <strong>the</strong> <strong>Internet</strong> among both<br />
users and non-users in 2001. Users and non-users alike express considerable concern that using <strong>the</strong><br />
<strong>Internet</strong> creates risks to individual privacy. (Pages 65-67)<br />
MAINTAINING PRIVACY FROM PRIVATE BUSINESS AND GOVERNMENT<br />
� Private business has joined <strong>the</strong> government as a major threat to personal privacy. <strong>Internet</strong> users and<br />
non-users express extremely high levels of concern about maintaining <strong>the</strong> privacy of personal in<strong>for</strong>mation<br />
from both government and business. (Page 66)<br />
HOUSEHOLD TIME TOGETHER<br />
� <strong>Internet</strong> users overall believe that going <strong>online</strong> ei<strong>the</strong>r has no influence on <strong>the</strong> amount of time spent with<br />
household members, or positively influences household time toge<strong>the</strong>r.<br />
� Experience <strong>online</strong> does affect household time toge<strong>the</strong>r. (Page 68)<br />
HOW DOES THE INTERNET AFFECT TIME WITH FAMILY AND FRIENDS?<br />
� <strong>Internet</strong> users spend more time than non-users socializing with friends, and almost as much time<br />
socializing with family members. Users and non-users report similar amounts of time involved in<br />
activities with household members; <strong>the</strong> only decline was time spent watching television. (Pages 68 and<br />
69)<br />
ARE INTERNET USERS CONNECTING MORE WITH FAMILY AND FRIENDS?<br />
� The <strong>Internet</strong> is a catalyst <strong>for</strong> creating and maintaining friendships and family relationships – but views<br />
about its usefulness <strong>for</strong> this purpose vary widely. (Page 71)<br />
ONLINE FRIENDS: DO YOU MEET THEM IN PERSON?<br />
� In 2001, 18.8 percent of <strong>Internet</strong> users say <strong>the</strong>y have met someone in person whom <strong>the</strong>y originally met<br />
<strong>online</strong>. Those users report an average six new friends met in person, up slightly from 2000. (Page 72)<br />
POLITICAL POWER AND INFLUENCE<br />
� Users in 2001 say <strong>the</strong> <strong>Internet</strong> continues to be an important resource <strong>for</strong> ga<strong>the</strong>ring in<strong>for</strong>mation about<br />
political issues, but declining numbers believe that <strong>the</strong> <strong>Internet</strong> gives <strong>the</strong>m more political power, or helps<br />
<strong>the</strong>m influence political decisions and government officials. (Pages 82)<br />
DOES THE INTERNET AFFECT WORKPLACE PRODUCTIVITY?<br />
� Most users say <strong>the</strong> <strong>Internet</strong> is a catalyst <strong>for</strong> workplace productivity.<br />
� Of employees who say <strong>the</strong> <strong>Internet</strong> makes <strong>the</strong>m less productive, <strong>the</strong> most frequently cited reason <strong>for</strong><br />
lower productivity is spending time on <strong>the</strong> <strong>Internet</strong> doing things unrelated to <strong>the</strong>ir jobs. (Page 84 and 85)
<strong>UCLA</strong> INTERNET REPORT 2001: CONTENTS<br />
SUMMARY 5<br />
THE <strong>UCLA</strong> INTERNET PROJECT: SURVEYING THE DIGITAL FUTURE 11<br />
INTERNET USERS AND NON-USERS: WHO IS ONLINE, WHO IS NOT 16<br />
INTERNET ACCESS AND USE: 2000 VS. 2001 17<br />
NEW USERS VS. VERY EXPERIENCED USERS: WHAT DO THEY DO ONLINE? 18<br />
GOING ONLINE: THE PRIMARY REASON 19<br />
INTERNET USE: HOW OFTEN ARE YOU ONLINE? 19<br />
INTERNET USE: ACROSS ALL AGE RANGES 20<br />
WHAT LANGUAGE DO YOU USE ONLINE? 20<br />
MEN AND WOMEN ONLINE 21<br />
INCOME AND INTERNET USE 22<br />
EDUCATION 22<br />
HOW WOULD YOU RATE YOUR ABILITY TO USE THE INTERNET? 23<br />
WHERE DO YOU USE THE INTERNET? 24<br />
ELECTRONIC DEVICES 24<br />
HOW DO YOU CONNECT TO THE INTERNET? 25<br />
MODEM VS. BROADBAND: HOW LONG ONLINE? 25<br />
NON-USERS: WHY NOT ONLINE? 26<br />
ELECTRONIC DROPOUTS: WHY? 27<br />
EXPERIENCES OF NON-USERS 27<br />
NON-USERS: WILL YOU LOG ON SOON? 28<br />
MEDIA USE AND TRUST 29<br />
MEDIA USE 30<br />
INTERNET USERS AND MULTI-TASKING 30<br />
INTERNET USERS AND ONLINE MEDIA 31<br />
TELEVISION: VIEWING DECLINES AMONG INTERNET USERS 32<br />
THE INTERNET: AN IMPORTANT SOURCE OF INFORMATION? 33<br />
THE INTERNET: HAS IT PEAKED AS A SOURCE OF ENTERTAINMENT? 34<br />
MEDIA AND SEXUAL CONTENT 35<br />
INFORMATION ON THE INTERNET: IS IT RELIABLE AND ACCURATE? 36<br />
CONSUMER BEHAVIOR 37<br />
HOW OFTEN DO YOU BUY ONLINE? 38<br />
WHAT DO YOU BUY ONLINE? 39<br />
HOW MUCH DO YOU SPEND ONLINE? 40<br />
INTERNET PURCHASING: DOES IT AFFECT BUYING IN RETAIL STORES? 40<br />
WHAT ITEMS ARE NOW PURCHASED LESS OFTEN IN RETAIL STORES? 41
CONSUMER BEHAVIOR (CONTINUED)<br />
ARE PRICES ONLINE LOWER THAN TRADITIONAL RETAIL? 42<br />
THE FIRST ONLINE PURCHASE: HOW LONG DID IT TAKE? 42<br />
WHY SO LONG TO MAKE THE FIRST PURCHASE? 43<br />
IS FACE-TO-FACE CONTACT IMPORTANT WHEN SHOPPING? 44<br />
BUYING ONLINE: ARE YOU CONCERNED ABOUT YOUR PRIVACY? 44<br />
“REMOTE” SPENDING: ONLINE VS. MAIL OR PHONE ORDERS 45<br />
HOW DOES INTERNET BUYING AFFECT MAIL OR PHONE ORDERS? 45<br />
DO YOU SHOP IN STORES, BUT THEN BUY ONLINE? 48<br />
DO YOU SHOP ONLINE, BUT THEN BUY IN STORES? 48<br />
CUSTOMER SERVICE: IS IT BETTER ONLINE? 49<br />
RETURNING ONLINE PURCHASES 50<br />
ONLINE BUYING: ARE BRAND NAMES IMPORTANT? 50<br />
DO USERS SPEND MORE THAN THEY INTEND? 50<br />
WILL USERS INCREASE THEIR ONLINE PURCHASING? 51<br />
SALES TAX: WOULD IT AFFECT ONLINE PURCHASING? 52<br />
FREE ONLINE SERVICES: WILL INTERNET USERS PAY FOR THEM? 52<br />
CONCERNS ABOUT CREDIT CARD INFORMATION: A MAJOR PROBLEM 53<br />
COMMUNICATIONS PATTERNS 55<br />
E-MAIL: DOES IT HELP YOU REACH OUT TO OTHERS? 56<br />
USERS AND E-MAIL ATTACHMENTS 58<br />
E-MAIL: USERS STAY IN TOUCH 57<br />
DOES E-MAIL TAKE TOO MUCH TIME? 58<br />
MEETING PEOPLE: IS IT EASIER ONLINE? 59<br />
DO YOU REVEAL PERSONAL DETAILS WHILE ONLINE? 60<br />
DO YOU USE SCREEN NAMES WITH DIFFERENT PERSONALITIES? 61<br />
SOCIAL AND PSYCHOLOGICAL EFFECTS 62<br />
VIEWS ABOUT THE INTERNET 63<br />
BELIEFS ABOUT THE INTERNET 63<br />
PRIVACY 65<br />
IS YOUR PRIVACY AT RISK WHEN YOU GO ONLINE? 65<br />
MAINTAINING PRIVACY FROM PRIVATE BUSINESS AND GOVERNMENT 66<br />
PRIVACY: WHO SHOULD BE RESPONSIBLE? 67<br />
THE INTERNET, FAMILY, AND FRIENDS 68<br />
HOUSEHOLD TIME TOGETHER 68<br />
SOCIALIZING WITH FAMILY AND FRIENDS 69<br />
DOES ONLINE EXPERIENCE AFFECT FAMILY ACTIVITIES? 69<br />
IS THE INTERNET CHANGING WHAT USERS DO AT HOME? 70<br />
ARE INTERNET USERS COMMUNICATING MORE WITH FAMILY AND FRIENDS? 71<br />
DOES THE INTERNET INCREASE THE NUMBER OF PERSONAL CONTACTS? 71
SOCIAL AND PSYCHOLOGICAL EFFECTS (CONTINUED)<br />
ONLINE FRIENDS: DO YOU MEET THEM IN PERSON? 72<br />
VIEWS ABOUT FRIENDS 73<br />
LIFE SATISFACTION 73<br />
INTERNET USE AND FAMILY LIFE 74<br />
CHILDREN AND THE INTERNET 75<br />
WHERE DO CHILDREN USE THE INTERNET? 75<br />
CHILDREN ONLINE AND TELEVISION: THE RIGHT AMOUNT OF TIME? 76<br />
HAS INTERNET USE CHANGED CHILDREN’S TV VIEWING HABITS? 78<br />
SCHOOL GRADES AND THE INTERNET 78<br />
CHILDREN, THE INTERNET, AND INTERACTION WITH FRIENDS 79<br />
DO YOU TELL YOUR PARENTS EVERYTHING YOU DO ONLINE? 80<br />
ADULTS AND INTERNET MONITORING 80<br />
INTERNET ACCESS: A PUNISHMENT TOOL? 81<br />
POLITICAL POWER AND INFLUENCE 82<br />
DOES THE INTERNET HELP WITH POLITICAL KNOWLEDGE? 82<br />
IS THE INTERNET A TOOL TO HELP GAIN POLITICAL POWER? 82<br />
CAN THE INTERNET GIVE USERS MORE SAY ABOUT THE GOVERNMENT? 82<br />
CAN THE INTERNET HELP MAKE OFFICIALS CARE ABOUT USERS’ VIEWS? 82<br />
POLITICAL AFFILIATION 83<br />
THE INTERNET AT WORK 84<br />
DO YOU USE THE INTERNET AT WORK? 84<br />
DOES THE INTERNET AFFECT PRODUCTIVITY? 85<br />
WHY DOES THE INTERNET AT WORK MAKE YOU LESS PRODUCTIVE? 85<br />
CONCLUSIONS 86<br />
ARE USERS SATISFIED OR DISSATISFIED WITH THE INTERNET? 87<br />
HOW HAS COMMUNICATION TECHNOLOGY AFFECTED THE WORLD? 87<br />
ISSUES AND TRENDS 88<br />
SUPPLEMENT 1: THE <strong>UCLA</strong> CENTER FOR COMMUNICATION POLICY 91<br />
SUPPLEMENT 2: THE WORLD INTERNET PROJECT – CONTACTS 92<br />
SUPPLEMENT 3: RESEARCH METHODS 93
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 12<br />
The <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> 2001<br />
Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong><br />
Year Two<br />
Welcome to <strong>the</strong> report of Year Two of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project, “Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong>.”<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project is a comprehensive, year-to-year examination of <strong>the</strong> impact of <strong>online</strong><br />
technology on America. This work is part of <strong>the</strong> World <strong>Internet</strong> Project, which is organized and<br />
coordinated by <strong>the</strong> <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy. Included in <strong>the</strong> World <strong>Internet</strong> Project are<br />
<strong>UCLA</strong>’s work and partner studies in countries in Europe, <strong>the</strong> Middle East, South America, and Asia.<br />
The second <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> continues to explore how <strong>the</strong> <strong>Internet</strong> influences <strong>the</strong> social, political, and<br />
economic behavior of users and non-users. With <strong>the</strong> completion of <strong>the</strong> 2001 study, we are working on one<br />
of <strong>the</strong> principal goals of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project: to compare <strong>the</strong> evolving responses of <strong>Internet</strong> users<br />
and non-users over <strong>the</strong> years.<br />
THE <strong>UCLA</strong> CENTER FOR COMMUNICATION POLICY:<br />
EXPLORING THE IMPACT OF THE INTERNET<br />
We created this project because <strong>the</strong> <strong>Internet</strong> represents <strong>the</strong> most important technological development of<br />
our generation; its effects may surpass those of television and could someday rival those of <strong>the</strong> printing<br />
press. Had research been conducted as television evolved in <strong>the</strong> late 1940s, <strong>the</strong> in<strong>for</strong>mation would have<br />
provided policy-makers, <strong>the</strong> media, and ultimately historians with valuable insights about how broadcasting<br />
has changed <strong>the</strong> world.<br />
Our objective is to ensure that <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project and its yearly reports study <strong>online</strong> technology<br />
and capitalize on <strong>the</strong> opportunity that was missed as television developed. By beginning our study of <strong>the</strong><br />
<strong>Internet</strong> early in its evolution as a worldwide communications and in<strong>for</strong>mation-ga<strong>the</strong>ring tool, we can<br />
understand <strong>the</strong> effects of <strong>the</strong> <strong>Internet</strong> as it grows, and not as a postscript after it has matured.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 13<br />
To achieve this objective, The <strong>UCLA</strong> <strong>Internet</strong> Project surveys more than 2,000 households across America,<br />
compiling <strong>the</strong> responses of <strong>Internet</strong> users and non-users. Each year we contact <strong>the</strong> same households to<br />
explore how <strong>online</strong> technology affects <strong>the</strong> lives of those who are continuing <strong>Internet</strong> users, those who<br />
remain non-users, and those who move from being non-users to users. We will also note changes as<br />
continuing users move <strong>the</strong>ir <strong>Internet</strong> access from modem to broadband.<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project is not restricted to investigating a particular method of accessing <strong>the</strong> <strong>Internet</strong>.<br />
As new types of access – such as wireless or methods yet unknown – become available, <strong>the</strong> project will<br />
track <strong>the</strong>m. The project is open to exploring <strong>the</strong> <strong>Internet</strong> in any <strong>for</strong>m, and will monitor <strong>online</strong> technology as<br />
it trans<strong>for</strong>ms in yet-unexpected ways.<br />
WHY A COMPREHENSIVE REPORT ON THE INTERNET?<br />
O<strong>the</strong>r studies examine <strong>the</strong> <strong>Internet</strong> from a variety of viewpoints. The <strong>UCLA</strong> <strong>Internet</strong> Project differs from<br />
most o<strong>the</strong>r studies in five principal areas:<br />
� The <strong>UCLA</strong> <strong>Internet</strong> Project looks at <strong>the</strong> social impact of <strong>the</strong> <strong>Internet</strong><br />
Most <strong>Internet</strong> studies ga<strong>the</strong>rs data about who is <strong>online</strong>, how long <strong>the</strong>y are <strong>online</strong>, and what <strong>the</strong>y do <strong>online</strong>.<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project also compiles this in<strong>for</strong>mation, but <strong>the</strong>n examines <strong>the</strong> implications of <strong>the</strong> use of<br />
<strong>online</strong> technology, and links this use to a broad range of attitudes and behavior. The <strong>UCLA</strong> study<br />
comprehensively tracks a wide range of values, behavior, attitudes, and perceptions.<br />
� The project focuses on <strong>Internet</strong> non-users as well as users<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project follows how <strong>the</strong> behavior and views of <strong>Internet</strong> users differ from those of non-<br />
users. Especially important is noting changes in <strong>the</strong> behavior and views of individuals who are initially non-<br />
users and later become users.<br />
� Year-to-year data<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project comprehensively examines <strong>the</strong> effects of this communication technology over<br />
<strong>the</strong> course of many years – ideally an entire generation. The research team maintains a core sample of<br />
respondents, and tracks short-term and long-term changes in behavior, lifestyle, attitudes, and <strong>Internet</strong> use.<br />
� A worldwide ef<strong>for</strong>t<br />
The <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy created and organizes <strong>the</strong> World <strong>Internet</strong> Project, which<br />
includes <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project and similar studies in countries worldwide (<strong>for</strong> contacts at many of <strong>the</strong><br />
worldwide partners, see page 92). Through this team of international partners, <strong>the</strong> World <strong>Internet</strong> Project<br />
studies and compares changes associated with <strong>the</strong> <strong>Internet</strong> in different countries and regions, creating an<br />
international picture of evolving change in <strong>online</strong> technology and use.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 14<br />
� A principal goal of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project is to engage government and private industry<br />
decision-makers who can create policy based on our findings<br />
For this project to be truly effective, we involve public and private organizations that are committed to<br />
using our results. We organized an unprecedented alliance of corporations – several of which are direct<br />
competitors – and foundations, including <strong>the</strong> National Science Foundation, America Online, Microsoft,<br />
Disney, Sony, Verizon, Pacific Bell, DirecTV, Hewlett-Packard, Merrill Lynch, Accenture, and <strong>the</strong> National<br />
Cable Television Association.<br />
THE <strong>UCLA</strong> INTERNET PROJECT: KEY AREAS<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> Project includes findings that compare <strong>Internet</strong> users to non-users, new users<br />
(less than one year <strong>online</strong>) to very experienced users (five years or more <strong>online</strong>), and users within different<br />
demographic groups.<br />
The Survey is organized into five general subject areas:<br />
� <strong>Internet</strong> Users And Non-Users: Who Is Online? Who Is Not? What Are Users Doing Online?<br />
� Media Use And Trust<br />
� Consumer Behavior<br />
� Communication Patterns<br />
� Social And Psychological Effects<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> includes a broad sampling of more than 100 major issues from this year’s<br />
survey. We hope you will be enlightened by <strong>the</strong>se findings in year two of “Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong>,” as<br />
we work to understand how <strong>the</strong> <strong>Internet</strong> is trans<strong>for</strong>ming our world.<br />
Jeffrey I. Cole, Ph.D.<br />
Director, <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy<br />
Founder and Organizer, World <strong>Internet</strong> Project
THE <strong>UCLA</strong> INTERNET REPORT 2001<br />
Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong><br />
YEAR TWO
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 16<br />
INTERNET USERS AND NON-USERS<br />
WHO IS ONLINE? WHO IS NOT?<br />
WHAT ARE USERS DOING ONLINE?<br />
Who is using <strong>the</strong> <strong>Internet</strong> in 2001? How do <strong>online</strong> experiences of new users (less than one year using <strong>the</strong><br />
<strong>Internet</strong>) differ from those of very experienced users (five or more years on <strong>the</strong> <strong>Internet</strong>)? Why do non-<br />
users stay off of <strong>the</strong> <strong>Internet</strong>?<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> Project leaves little doubt that <strong>the</strong> <strong>Internet</strong> is now a mainstream activity in<br />
American life that continues to spread among people across all age groups, education levels, and incomes:<br />
� The <strong>UCLA</strong> <strong>Internet</strong> Project found that 72.3 percent of Americans are<br />
<strong>online</strong> in 2001, up from 66.9 percent in 2000.<br />
� Users in 2001 go <strong>online</strong> about 9.8 hours per week, up from 9.4 hours per<br />
week in 2000.<br />
The majority of Americans have access to <strong>the</strong> <strong>Internet</strong>, and that access continues to grow. Who, <strong>the</strong>n, is<br />
going <strong>online</strong>, and who is not? And, how are Americans using <strong>the</strong> <strong>Internet</strong>?
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 17<br />
INTERNET ACCESS AND USE: 2000 AND 2001<br />
Who is using <strong>the</strong> <strong>Internet</strong>? Where do users access it? What services do <strong>the</strong>y use?<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> found continuing growth in use of <strong>the</strong> <strong>Internet</strong>; more than 70 percent of<br />
Americans have access to <strong>the</strong> <strong>Internet</strong> in 2001.<br />
INTERNET ACCESS<br />
2000 2001<br />
� Total Americans who use <strong>the</strong> <strong>Internet</strong> 66.9% 72.3%<br />
� % of students who use <strong>the</strong> <strong>Internet</strong> at school 55.3% 64.3%<br />
� % of employed who use <strong>the</strong> <strong>Internet</strong> at work outside <strong>the</strong> home 42.3% 51.2%<br />
THE TOP FIVE MOST POPULAR INTERNET ACTIVITIES (PERCENT OF INTERNET USERS)<br />
1. E-mail and instant messaging 81.6% 87.9%<br />
2. Web surfing or browsing 81.7% 76.3%<br />
3. Buying <strong>online</strong> 50.7% 48.9%<br />
4. Finding entertainment in<strong>for</strong>mation 54.3% 47.9%<br />
5. Reading news 56.6% 47.6%<br />
ONLINE SPENDING PER MONTH (PERCENTAGE OF PURCHASERS ONLY)<br />
� $0-$15 21.5% 36.2%<br />
� $15-$175 59.8% 55.4%<br />
� $175+ 18.7% 8.4%
Percent of Time Online<br />
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 18<br />
NEW USERS VS. VERY EXPERIENCED USERS: WHAT DO THEY DO ONLINE?<br />
25%<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
6.5%<br />
In both <strong>the</strong> 2000 and 2001 <strong>UCLA</strong> <strong>Internet</strong> Projects, one of <strong>the</strong> most revealing findings compares <strong>the</strong><br />
<strong>online</strong> activities of new users (less than one year <strong>online</strong>) with those of very experienced users (five or more<br />
years in 2001, four or more years in 2000).<br />
16.1%<br />
1.6%<br />
Chat<br />
Rooms<br />
Very experienced <strong>Internet</strong> users spend a larger proportion of time <strong>online</strong> sending e-mail, doing professional<br />
work, looking <strong>for</strong> news, or trading stocks. New <strong>Internet</strong> users spend a greater proportion of <strong>the</strong>ir time<br />
visiting chat rooms, playing games, and browsing <strong>online</strong>.<br />
The largest differences between new users and very experienced users are participating in chat rooms<br />
(accessed much more by new users) and doing professional work (done far more by experienced users).<br />
Usage patterns in both <strong>the</strong> 2000 and 2001 surveys show that a new divide is emerging: <strong>the</strong> difference<br />
between how those with several years of experience and those with little experience <strong>online</strong> actually use <strong>the</strong><br />
<strong>Internet</strong>.<br />
12.6%<br />
5.7%<br />
2.8% 3.8%<br />
5.1% 5.2%<br />
4.2%<br />
Games Medical<br />
Info<br />
Browsing Entertainment<br />
Info<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 19<br />
GOING ONLINE: THE PRIMARY REASON<br />
What do users say is <strong>the</strong> primary reason <strong>the</strong>y started to use <strong>the</strong> <strong>Internet</strong>? At <strong>the</strong> top of <strong>the</strong> list of reasons is<br />
obtaining in<strong>for</strong>mation quickly, followed by work needs, and access to e-mail.<br />
Percent of Respondents<br />
INTERNET USE: HOW OFTEN ARE YOU ONLINE?<br />
As in <strong>the</strong> 2000 study, <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> Project found that <strong>the</strong> more experience users have with <strong>the</strong><br />
<strong>Internet</strong>, <strong>the</strong> more time <strong>the</strong>y spend <strong>online</strong>. With each additional year of <strong>Internet</strong> experience, users’ time<br />
<strong>online</strong> grows; very experienced users are <strong>online</strong> almost twice as long as new users.<br />
Average Hours per Week<br />
30%<br />
20%<br />
10%<br />
14<br />
12<br />
10<br />
0%<br />
8<br />
6<br />
4<br />
2<br />
0<br />
25.0%<br />
To Get<br />
In<strong>for</strong>mation<br />
Quickly<br />
6.5<br />
11.6%<br />
For<br />
Work<br />
10.6%<br />
To Get<br />
Email<br />
Worth noting is <strong>the</strong> amount of time that even <strong>the</strong> new <strong>Internet</strong> users are <strong>online</strong>: an average of 6.5 hours<br />
per week in <strong>the</strong> 2001 survey, up from 6.1 hours per week in 2000. <strong>Internet</strong> users – even new ones –<br />
acquire this time from hours previously devoted to some o<strong>the</strong>r activity.<br />
7.5<br />
9.3% 8.8%<br />
It Seemed<br />
To Be New<br />
and<br />
Interesting<br />
For<br />
School<br />
For more about how <strong>the</strong> time users spend on various activities is changing, see page 30.<br />
8.8<br />
< 1 1 to
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 20<br />
INTERNET USE: ACROSS ALL AGE RANGES<br />
The 2001 survey, as well as <strong>the</strong> survey in 2000, found that <strong>Internet</strong> use is not dominated by young people.<br />
Respondents aged 18 and under account <strong>for</strong> only 15.1 percent of <strong>Internet</strong> users. Users span all age ranges,<br />
with 60.6 percent in <strong>the</strong> 26-55 age range.<br />
Percent of Respondents<br />
WHAT LANGUAGE DO YOU USE ONLINE?<br />
In <strong>the</strong> United States, <strong>the</strong> predominant language of <strong>the</strong> <strong>Internet</strong> is English. Of those whose primary<br />
language <strong>online</strong> is English, 7.3 percent report also using a language on <strong>the</strong> <strong>Internet</strong> o<strong>the</strong>r than English.<br />
Percent of Respondents<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
60%<br />
40%<br />
20%<br />
0%<br />
More than half of <strong>online</strong> use not in English is conducted in Spanish, and slightly less than one-quarter is in<br />
French.<br />
8.1%<br />
7.0%<br />
8.8%<br />
20.2%<br />
< 16 16 - 18 19 - 25 26 - 35 36 - 45 46 - 55 56 - 65 > 65<br />
51.2%<br />
(Multiple responses permitted)<br />
24.5%<br />
12.9%<br />
Age<br />
1.9%<br />
21.8%<br />
18.6%<br />
5.9% 4.9%<br />
Spanish French German Russian Japanese Chinese O<strong>the</strong>r<br />
9.6%<br />
24.5%<br />
5.9%
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 21<br />
MEN AND WOMEN ONLINE<br />
Almost equal numbers of men and women use <strong>the</strong> <strong>Internet</strong>.<br />
Percent of Respondents<br />
In most age ranges (see chart below) <strong>Internet</strong> use is about equal among men and women.<br />
Percent of Respondents<br />
100%<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
0%<br />
93.0%<br />
88.1%<br />
71.1%<br />
98.3% 99.0%<br />
74.3%<br />
Male Female<br />
81.3%<br />
83.5%<br />
80.7% 80.0% 80.9%<br />
78.4%<br />
76.2% 76.8%<br />
66.7%<br />
53.2%<br />
34.2%<br />
29.2%<br />
< 16 16 - 18 19 - 24 25 - 35 36 - 45 46 - 55 56 - 65 > 65<br />
Age<br />
63.6%<br />
Male Female<br />
Gender<br />
70.7%<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 22<br />
INCOME AND INTERNET USE<br />
EDUCATION<br />
In 2001, as in 2000, in general <strong>the</strong> higher <strong>the</strong> income, <strong>the</strong> higher <strong>the</strong> proportion of those who use <strong>the</strong><br />
<strong>Internet</strong>. And those with higher incomes have been <strong>online</strong> longer than those with lower incomes.<br />
Average Hours per Week<br />
4.6<br />
6.8<br />
The 2000 and 2001 surveys found increases in <strong>Internet</strong> use among those at all education levels. And, <strong>for</strong><br />
both years, <strong>the</strong> higher <strong>the</strong> education level achieved by respondents, <strong>the</strong> more likely <strong>the</strong>y use <strong>the</strong> <strong>Internet</strong>.<br />
Percent of Respondents<br />
12<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
4.8<br />
$1 -<br />
$30,000<br />
64.9%<br />
60.4%<br />
< High<br />
School<br />
The very highly educated have correspondingly high levels of use. However, <strong>the</strong> largest growth rates from<br />
2000 to 2001 were among those with some college (9.1 percent increase) and those with a high school<br />
degree only (5.6 percent increase).<br />
6.9<br />
$30,001 -<br />
$50,000<br />
59.4%<br />
53.8%<br />
High School<br />
Graduate<br />
7.4<br />
7.1<br />
$50,001 -<br />
$80,000<br />
Income Level<br />
70.3%<br />
79.4%<br />
Some<br />
College<br />
Education Level<br />
9.5<br />
9.9<br />
$80,001 –<br />
$100,000<br />
7.2<br />
10.1<br />
> $100,000<br />
86.3%<br />
89.2%<br />
88.8%<br />
86.1%<br />
College<br />
Graduate<br />
Advanced /<br />
Prof Degree<br />
2000<br />
2001<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 23<br />
HOW WOULD YOU RATE YOUR ABILITY TO USE THE INTERNET?<br />
As expected, confidence using <strong>the</strong> <strong>Internet</strong> grows as experience grows; 81.9 percent of users with five or<br />
more years of experience say <strong>the</strong>ir <strong>Internet</strong> abilities are good or excellent, compared to 40.1 percent of<br />
users with less than one year of experience.<br />
Percent of Respondents<br />
The survey also found that overall confidence in using <strong>the</strong> <strong>Internet</strong> has grown (see chart below). In <strong>the</strong><br />
2001 survey, 65.5 percent of all users say <strong>the</strong>ir ability to use <strong>the</strong> <strong>Internet</strong> is good or excellent, up<br />
substantially from <strong>the</strong> 44.6 percent who responded <strong>the</strong> same way in 2000.<br />
Percent of <strong>Internet</strong> Users<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
60%<br />
40%<br />
20%<br />
0%<br />
15.9%<br />
28.4%<br />
2.5%<br />
6.6%<br />
New Users (
Percent of Respondents<br />
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 24<br />
WHERE DO YOU USE THE INTERNET?<br />
Not surprisingly, <strong>the</strong> home remains <strong>the</strong> primary point of access to <strong>the</strong> <strong>Internet</strong> <strong>for</strong> most people. In 2001,<br />
users report <strong>the</strong> most hours <strong>online</strong> at home, followed by work, and <strong>the</strong>n school.<br />
ELECTRONIC DEVICES<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
Hours per Week<br />
8<br />
6<br />
4<br />
2<br />
0<br />
<strong>Internet</strong> users own much more electronic technology than non-users.<br />
Equal percentages of users and non-users own televisions, and slightly higher numbers of users own VCRs.<br />
However, much higher percentages of users than non-users own electronic devices in every o<strong>the</strong>r major<br />
category.<br />
85.2%<br />
23.1%<br />
6.0<br />
3.7<br />
At Home At Work At School At Friend's or<br />
Relative’s Home<br />
17.3%<br />
3.4%<br />
49.9%<br />
26.7%<br />
Computers PDAs Video Game<br />
System<br />
74.3%<br />
2.2<br />
40.0%<br />
0.4<br />
Access Locations<br />
99.4% 98.6%<br />
97.2%<br />
88.8%<br />
0.3 0.2 0.1<br />
Via Wireless<br />
Devices<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
Cell<br />
Phones<br />
31.2%<br />
10.8%<br />
Televisions VCRs DVD<br />
Players<br />
Types of Technology<br />
At Public<br />
Library<br />
78.0%<br />
18.0%<br />
O<strong>the</strong>r<br />
38.0%<br />
6.0%<br />
26.2%<br />
11.7%<br />
Printers Scanners <strong>Digital</strong><br />
Camera
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 25<br />
HOW DO YOU CONNECT TO THE INTERNET?<br />
Most households with <strong>Internet</strong> access still connect to <strong>online</strong> service with a telephone modem. Even though<br />
telecommunications companies are now aggressively marketing cable modems and DSL, access by<br />
telephone modem declined only 6.8 percent in 2001.<br />
Percent of Respondents<br />
Access by cable modem also grew slightly, and DSL use grew substantially in 2001 – but up from a very<br />
low level in 2000.<br />
MODEM VS. BROADBAND: HOW LONG ONLINE?<br />
Even though – or perhaps because – access to <strong>the</strong> <strong>Internet</strong> with broadband is much faster than access with<br />
a telephone modem, <strong>Internet</strong> users with broadband at home go <strong>online</strong> 3.2 hours more per week than<br />
<strong>Internet</strong> users who connect with a telephone modem.<br />
<strong>Internet</strong> Hours per Week<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
12<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
88.1%<br />
81.3%<br />
Telephone<br />
Modem<br />
11.5%<br />
8.0%<br />
Cable<br />
Modem<br />
7.1<br />
2000 2001<br />
3.9%<br />
1.7% 1.2% 3.7% 0.6% 0.5% 0.1% 0.4%<br />
10.3<br />
Telephone Modem Broadband<br />
Connection Types<br />
2.6% 2.3%<br />
Web TV DSL ISDN Satellite O<strong>the</strong>r<br />
<strong>Internet</strong> Access Connections
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 26<br />
NON-USERS: WHY NOT ONLINE?<br />
Percent of Respondents<br />
30%<br />
20%<br />
10%<br />
0%<br />
The 27.7 percent of Americans who do not currently use <strong>the</strong> <strong>Internet</strong> in 2001 express a range of reasons<br />
<strong>for</strong> not being <strong>online</strong>. As in 2000, <strong>the</strong> primary reason is lack of access; 26.7 percent of respondents who do<br />
not use <strong>the</strong> <strong>Internet</strong> say <strong>the</strong>y do not have a computer or an adequate computer.<br />
5.6%<br />
Fear of<br />
Technology<br />
1.2%<br />
Computer is<br />
Not Good<br />
Enough<br />
6.9%<br />
Do not<br />
Know How<br />
to Use<br />
21.4%<br />
No<br />
Interest<br />
25.5%<br />
No<br />
Computer<br />
Lack of interest in <strong>the</strong> <strong>Internet</strong> is <strong>the</strong> second most cited reason in <strong>the</strong> 2000 and 2001 surveys, but <strong>the</strong><br />
number of those who say <strong>the</strong>y are “not interested” is declining. In 2001, 21.4 percent of non-users say <strong>the</strong>y<br />
are not <strong>online</strong> because <strong>the</strong>y are not interested, a drop from 33.3 percent in 2000.<br />
0.8%<br />
Not<br />
Appropriate<br />
<strong>for</strong> Children<br />
Two o<strong>the</strong>r relatively frequent responses are “I don’t know how to use <strong>the</strong> <strong>Internet</strong>” and “fear of<br />
technology.” There was a wide variety of o<strong>the</strong>r responses to this question, including, “Because I’m retired<br />
and I’m just relaxing,” “I just don’t want to fool with it,” “I found <strong>the</strong> in<strong>for</strong>mation I needed, so I don’t need<br />
it anymore,” and “Because I’m an addictive type, and once I started, I would do nothing else.”<br />
1.6%<br />
Privacy /<br />
Security<br />
Concerns<br />
2.6%<br />
Too<br />
Expensive<br />
Reasons Not Using <strong>the</strong> <strong>Internet</strong><br />
3.5%<br />
<strong>Internet</strong> is<br />
not Useful<br />
1.6%<br />
Consumes<br />
too Much<br />
Time<br />
0.8%<br />
Moved and<br />
Didn't Install<br />
1.4%<br />
Didn't Use<br />
It Enough<br />
27.0%<br />
O<strong>the</strong>r
Percent of Respondents<br />
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 27<br />
ELECTRONIC DROPOUTS: WHY?<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
“Electronic dropouts” – <strong>Internet</strong> non-users who were once users – report a range of reasons <strong>for</strong> no longer<br />
going <strong>online</strong>.<br />
2.9%<br />
Don’t<br />
Know How<br />
to Use<br />
16.7%<br />
21.2%<br />
The primary reason given by dropouts <strong>for</strong> not using <strong>the</strong> <strong>Internet</strong> is <strong>the</strong> same as <strong>the</strong> general response of<br />
those who do not currently use <strong>the</strong> <strong>Internet</strong>: “no computer available.” O<strong>the</strong>r major reasons <strong>for</strong> dropping<br />
out are “no interest,” “privacy concerns,” and “too expensive.”<br />
EXPERIENCES OF NON-USERS<br />
10.0%<br />
A new question in <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> Project explores <strong>the</strong> experiences non-users have had that are<br />
related to <strong>the</strong> <strong>Internet</strong>. Of <strong>the</strong> list of experiences, <strong>the</strong> most frequently encountered is being encouraged to<br />
use <strong>the</strong> <strong>Internet</strong> (presumably by users), followed by being disadvantaged because <strong>the</strong>y cannot obtain<br />
in<strong>for</strong>mation <strong>for</strong> hobbies, studies, or work.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
No<br />
Interest<br />
44.2%<br />
Encouraged<br />
to Use <strong>the</strong><br />
<strong>Internet</strong><br />
No<br />
Computer<br />
Privacy /<br />
Security<br />
Concerns<br />
30.0%<br />
4.9%<br />
Too<br />
Expensive<br />
Disadvantaged in<br />
Obtaining In<strong>for</strong>mation<br />
<strong>for</strong> Hobbies, Studies<br />
or Work<br />
2.2%<br />
Too Difficult<br />
to Get<br />
Connected<br />
1.1%<br />
Too Difficult to<br />
Find Things on<br />
<strong>the</strong> <strong>Internet</strong><br />
3.8%<br />
<strong>Internet</strong> is<br />
Not Useful<br />
Reasons Stopped Using <strong>the</strong> <strong>Internet</strong><br />
14.2%<br />
Told by O<strong>the</strong>rs That<br />
They Have Trouble<br />
Contacting You<br />
because You are Not<br />
on <strong>the</strong> <strong>Internet</strong><br />
12.9%<br />
Excluded from<br />
Communications<br />
among Your Friends<br />
4.0%<br />
<strong>Internet</strong><br />
Consumes<br />
too Much Time<br />
3.0%<br />
No Access at<br />
New Job<br />
8.5%<br />
Disadvantaged in<br />
Seeking or<br />
Changing Jobs<br />
3.5%<br />
Didn't Use<br />
It Enough<br />
26.7%<br />
O<strong>the</strong>r
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 28<br />
NON-USERS: WILL YOU LOG ON SOON?<br />
Will <strong>Internet</strong> non-users become users in 2002? Of <strong>the</strong> 27.7 percent of respondents who do not currently<br />
use <strong>the</strong> <strong>Internet</strong>, 44.4 percent say <strong>the</strong>y are somewhat likely or very likely to go <strong>online</strong> next year – up slightly<br />
from 41.4 percent of non-users responding <strong>the</strong> same way in 2000.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
58.6%<br />
However, more than half (55.6 percent) of non-users continue to say <strong>the</strong>y are not likely to access <strong>the</strong><br />
<strong>Internet</strong> in <strong>the</strong> next year.<br />
55.6%<br />
26.6%<br />
31.3%<br />
14.8%<br />
13.1%<br />
Not Likely at All Somewhat Likely Very Likely<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 29<br />
MEDIA USE AND TRUST<br />
Is <strong>the</strong> <strong>Internet</strong> replacing <strong>the</strong> use of o<strong>the</strong>r media? How is leisure time being affected by <strong>the</strong> <strong>Internet</strong>?<br />
Is television viewing changing because of <strong>the</strong> <strong>Internet</strong>? Is <strong>the</strong> <strong>Internet</strong> valued as a source of in<strong>for</strong>mation?<br />
Do users trust what <strong>the</strong>y find <strong>online</strong>?
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 30<br />
MEDIA USE<br />
As in 2000, <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> found that <strong>Internet</strong> users employ substantially more media<br />
than non-users. The only media used more by a larger percentage of non-users than users is television.<br />
Percent of Respondents<br />
83.6%<br />
37.1%<br />
INTERNET USERS AND MULTI-TASKING<br />
A new question <strong>for</strong> <strong>the</strong> 2001 survey explores <strong>the</strong> types of activities – both <strong>online</strong> and offline – that users<br />
engage in while <strong>the</strong>y are also on <strong>the</strong> <strong>Internet</strong>.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
60%<br />
40%<br />
20%<br />
0%<br />
74.1%<br />
13.8%<br />
Books Video/Computer<br />
Games<br />
27.5%<br />
38.7%<br />
Listen to Music<br />
on <strong>the</strong> Computer<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
88.6%<br />
73.3%<br />
79.3%<br />
78.1%<br />
81.4%<br />
72.6%<br />
40.3%<br />
91.6%<br />
85.3%<br />
While <strong>online</strong>, new users and very experienced users involve <strong>the</strong>mselves in many o<strong>the</strong>r communication<br />
activities, especially listening to music on <strong>the</strong> radio, listening to music on <strong>the</strong> computer, sending instant<br />
messages, chatting <strong>online</strong>, and talking on conventional telephones. Very experienced users are more likely<br />
than new users to be involved in <strong>the</strong>se communication activities while <strong>online</strong>.<br />
98.2% 96.6% 97.4% 97.7%<br />
Music Newspapers Magazines Radio Telephone Television<br />
46.9%<br />
Media Types<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 31<br />
INTERNET USERS AND ONLINE MEDIA<br />
Some activities previously done offline are now beginning to move onto <strong>the</strong> <strong>Internet</strong>, such as reading books<br />
and newspapers, listening to <strong>online</strong> radio, and using Web telephones.<br />
Hours per Week<br />
0.1<br />
0.7<br />
While <strong>online</strong>, new users spend more time than very experienced users playing games, and slightly more time<br />
talking on Web telephones (see <strong>the</strong> chart below). Very experienced users more than new users access <strong>online</strong><br />
recorded music (such as MP3 files) and <strong>online</strong> newspapers and magazines.<br />
Hours per Week<br />
1.0<br />
0.8<br />
0.6<br />
0.4<br />
0.2<br />
0.0<br />
2.0<br />
1.5<br />
1.0<br />
0.5<br />
0.0<br />
0.1<br />
Reading<br />
Books<br />
0.1<br />
Reading<br />
Books<br />
Playing Video<br />
/ Computer<br />
Games<br />
1.5<br />
0.9<br />
Playing Video<br />
/ Computer<br />
Games<br />
0.8<br />
Listening to<br />
Recorded<br />
Music<br />
0.7<br />
1.1<br />
0.4<br />
Reading<br />
Newspapers<br />
0.4<br />
0.2<br />
Reading<br />
Magazines<br />
Online Activities<br />
0.7<br />
0.1<br />
0.3<br />
0.3<br />
Listening to<br />
<strong>the</strong> Radio<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 32<br />
TELEVISION: VIEWING DECLINES AMONG INTERNET USERS<br />
When not <strong>online</strong>, <strong>Internet</strong> users spend a little less time than non-users reading books, and more time playing<br />
video games. Users listen to more recorded music than non-users, but listen to less radio.<br />
Hours per Week<br />
6.6<br />
1.5<br />
The biggest gap between users and non-users is television viewing time.<br />
Although <strong>Internet</strong> users and non-users have access to television in almost equal numbers, <strong>the</strong> number of<br />
hours spent watching each week varies considerably between users and non-users. Both <strong>the</strong> 2000 and 2001<br />
studies confirm that <strong>Internet</strong> users watch significantly less television than non-users.<br />
In <strong>the</strong> 2001 study, users watch 4.5 hours per week less television than non-users. And, television viewing<br />
decreases as <strong>Internet</strong> experience increases (see <strong>the</strong> chart below).<br />
7.2<br />
It seems that <strong>Internet</strong> users may find <strong>the</strong> time to go <strong>online</strong> by reducing <strong>the</strong>ir television viewing. For o<strong>the</strong>r<br />
questions that explore declining television use, see pages 68, 69, 76, and 78.<br />
Percent of <strong>Internet</strong> Users<br />
18<br />
16<br />
14<br />
12<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
7.6<br />
Reading<br />
Books<br />
29.9%<br />
0.6<br />
Playing Video<br />
/ Computer<br />
Games<br />
34.7%<br />
6.4<br />
Listening to<br />
Recorded<br />
Music<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
2.7<br />
3.9<br />
Reading<br />
Newspapers<br />
2.3<br />
Offline Activities<br />
67.9%<br />
3.2<br />
Reading<br />
Magazines<br />
62.9%<br />
9.0<br />
11.0<br />
Listening to<br />
<strong>the</strong> Radio<br />
4.9<br />
5.9<br />
Talking on <strong>the</strong><br />
Telephone<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 33<br />
THE INTERNET: AN IMPORTANT SOURCE OF INFORMATION?<br />
One of <strong>the</strong> most revealing questions in <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> Project explores how users view <strong>the</strong><br />
<strong>Internet</strong> as a source of in<strong>for</strong>mation and entertainment.<br />
After little more than six years as a widespread communication tool, <strong>the</strong> <strong>Internet</strong> is viewed as an important<br />
source of in<strong>for</strong>mation by <strong>the</strong> vast majority of people who use <strong>the</strong> <strong>online</strong> technology.<br />
Percent of Respondents<br />
17.2%<br />
5.6%<br />
The importance of <strong>the</strong> <strong>Internet</strong> as a source of in<strong>for</strong>mation is growing among users. In 2001, 60 percent of<br />
all users consider <strong>the</strong> <strong>Internet</strong> to be a very important or extremely important source of in<strong>for</strong>mation, up<br />
from 53.6 percent in 2000. Add those who say moderately important, and <strong>the</strong> total increases to 90.8<br />
percent <strong>for</strong> 2001, up from 77.2 percent in 2000.<br />
Even <strong>the</strong> newest users believe that <strong>the</strong> <strong>Internet</strong> is an important source of in<strong>for</strong>mation (see chart below);<br />
45.1 percent of users with less than one year of experience <strong>online</strong> consider <strong>the</strong> <strong>Internet</strong> to be a very<br />
important or extremely important source of in<strong>for</strong>mation – a notable statistic about an audience with less<br />
than 12 months of experience <strong>online</strong>.<br />
Percent of Respondents<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
3.0%<br />
Not<br />
Important<br />
8.8%<br />
2.7%<br />
Not<br />
Important<br />
6.2%<br />
Somewhat<br />
Important<br />
7.7%<br />
23.6%<br />
30.8%<br />
Moderately<br />
Important<br />
26.7%<br />
<strong>Internet</strong> as Source of In<strong>for</strong>mation<br />
4.0%<br />
38.5%<br />
23.8%<br />
30.8%<br />
Very<br />
Important<br />
25.3%<br />
33.4%<br />
29.2%<br />
26.9%<br />
Extremely<br />
Important<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 34<br />
THE INTERNET: HAS IT PEAKED AS A SOURCE OF ENTERTAINMENT?<br />
While increasing numbers of users believe <strong>the</strong> <strong>Internet</strong> is an important source of in<strong>for</strong>mation, <strong>the</strong> perceived<br />
value of <strong>online</strong> content as an important source of entertainment is roughly unchanged from 2000.<br />
Percent of Respondents<br />
In 2001, 54.7 percent of users say <strong>the</strong> <strong>Internet</strong> is at least a moderately important source of entertainment,<br />
up only slightly from 53.8 percent in 2000. The number of users who think <strong>the</strong> <strong>Internet</strong> is a very<br />
important or extremely important source of entertainment is 21.1 percent, down from 24.9 percent in<br />
2000.<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
30.5%<br />
Has <strong>the</strong> <strong>Internet</strong> peaked as an entertainment source? This issue will be a source of continuing study in<br />
upcoming surveys.<br />
24.6%<br />
Not<br />
Important<br />
15.7%<br />
20.6%<br />
Somewhat<br />
Important<br />
28.9%<br />
33.6%<br />
Moderately<br />
Important<br />
<strong>Internet</strong> as Source of Entertainment<br />
14.8%<br />
13.0%<br />
Very<br />
Important<br />
10.1%<br />
8.1%<br />
Extremely<br />
Important<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 35<br />
MEDIA AND SEXUAL CONTENT<br />
A new question <strong>for</strong> 2001 asks about <strong>the</strong> amount of sexual content on television, in movies, and on <strong>the</strong><br />
<strong>Internet</strong>.<br />
Large percentages of respondents say that at least half of <strong>the</strong> subject matter found in all of <strong>the</strong>se media<br />
contains too much sexual content. Respondents who say half or more of <strong>the</strong> subject matter has too much<br />
sexual content totaled 82.4 percent <strong>for</strong> movies, 80.5 percent <strong>for</strong> television, and 61.9 percent <strong>for</strong> <strong>the</strong><br />
<strong>Internet</strong>.<br />
Percent of Respondents<br />
Slightly higher percentages of <strong>Internet</strong> non-users say that half or more of <strong>the</strong> content of <strong>the</strong>se media has<br />
too much sexual content (see <strong>the</strong> chart below).<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
3.0%<br />
2.9% 4.0%<br />
79.7%<br />
81.4%<br />
On TV In <strong>the</strong> Movies On <strong>the</strong> <strong>Internet</strong><br />
16.5%<br />
14.7%<br />
61.0%<br />
34.0%<br />
38.0%<br />
36.2%<br />
34.5%<br />
82.6%<br />
84.9%<br />
73.1%<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
Respondents Who Answered Half or More<br />
43.0%<br />
39.7%<br />
20.8%<br />
4.6% 4.9%<br />
3.1%<br />
None of It A Small Portion About Half Most of It All of It<br />
Amount of Subject Matter<br />
On TV<br />
In <strong>the</strong> Movies<br />
On <strong>the</strong> <strong>Internet</strong>
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 36<br />
INFORMATION ON THE INTERNET: IS IT RELIABLE AND ACCURATE?<br />
In 2001, 58 percent of users in 2001 believe that most or all of <strong>the</strong> in<strong>for</strong>mation <strong>online</strong> is reliable and<br />
accurate – an increase from 54.8 percent in 2000. More than one-third of users say that about half of <strong>the</strong><br />
in<strong>for</strong>mation on <strong>the</strong> <strong>Internet</strong> is reliable and accurate.<br />
Percent of <strong>Internet</strong> Users<br />
60%<br />
40%<br />
20%<br />
0%<br />
0.4%<br />
0.0%<br />
7.1%<br />
5.7%<br />
37.7%<br />
36.3%<br />
At <strong>the</strong> negative extreme, 5.7 percent of users in 2001 say that a small portion or none of <strong>the</strong> in<strong>for</strong>mation is<br />
reliable and accurate, down from 7.5 percent in 2000.<br />
56.1%<br />
52.2%<br />
2.6%<br />
None Small Portion About Half Most All<br />
<strong>Internet</strong> Users<br />
1.9%<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 37<br />
CONSUMER BEHAVIOR<br />
Who is purchasing <strong>online</strong>, and why? Will dot-com failures and sluggish markets create significant change in<br />
consumer behavior <strong>online</strong>? Do <strong>Internet</strong> users continue to find differences between buying <strong>online</strong> and<br />
shopping at traditional “brick-and-mortar” retail stores?<br />
While attitudes may be changing, one point found in <strong>the</strong> 2001 survey remains paramount: almost half of<br />
<strong>Internet</strong> users purchased <strong>online</strong> in 2001. In spite of a declining economy, uncertainty in <strong>online</strong> retailing,<br />
and continuing concerns about <strong>online</strong> privacy, 48.9 percent of <strong>Internet</strong> users made at least one <strong>online</strong><br />
purchase in 2001, down from 50.7 percent in 2000.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 38<br />
HOW OFTEN DO YOU BUY ONLINE?<br />
More than three-quarters of users who purchase on <strong>the</strong> <strong>Internet</strong> in 2001 make 1-10 purchases per year.<br />
The majority of purchasers in 2001 bought less than 10 times. The average number of purchases is 12.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
76.8%<br />
12.8%<br />
1.6% 1.2%<br />
Very experienced <strong>Internet</strong> users are more likely to purchase than new users (see <strong>the</strong> chart below). Almost<br />
one-third (31.2 percent) of <strong>the</strong> most experienced users buy <strong>online</strong> 11 times per year or more.<br />
Very experienced users average 20 <strong>online</strong> purchases per year, compared to four purchases <strong>for</strong> new users.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
94.7%<br />
7.6%<br />
1 - 10 11 - 20 21 - 50 51 - 100 > 100<br />
68.6%<br />
5.3%<br />
16.0%<br />
Average Annual <strong>Internet</strong> Purchases<br />
New Users (100 Times<br />
Annual Purchasing<br />
2.4%
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 39<br />
WHAT DO YOU BUY ONLINE?<br />
The types of products purchased <strong>online</strong> vary widely, especially when comparing <strong>the</strong> items purchased by<br />
those with different levels of <strong>online</strong> experience.<br />
By far <strong>the</strong> biggest difference in purchasing habits is <strong>the</strong> percentage of very experienced users who buy<br />
books <strong>online</strong>, compared to new users. Very experienced users also buy more computer equipment,<br />
software, electronics, and travel arrangements and accommodations. New users are more likely to<br />
purchase jewelry or watches, sporting goods, children’s goods, drugs, and automobiles.<br />
.<br />
Percent of Respondents<br />
.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
10.9%<br />
40.8%<br />
24.7%<br />
23.0%<br />
Books Compact<br />
Discs (CDs)<br />
11.6%<br />
20.7%<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 40<br />
HOW MUCH DO YOU SPEND ONLINE?<br />
Very experienced users spend more <strong>online</strong> than new users in every dollar category of spending.<br />
Percent of Respondents<br />
INTERNET PURCHASING: DOES IT AFFECT BUYING IN RETAIL STORES?<br />
Does buying <strong>online</strong> affect purchasing in traditional “brick-and-mortar” stores?<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
60%<br />
40%<br />
20%<br />
0%<br />
79.1%<br />
In 2001, <strong>online</strong> buying continues to replace some purchasing in retail stores <strong>for</strong> many <strong>Internet</strong> users, but at<br />
a lower level than in 2000.<br />
More than half of <strong>Internet</strong> purchasers in 2001 (52.8 percent) say that <strong>online</strong> purchasing has somewhat<br />
reduced or “reduced a lot” <strong>the</strong>ir purchasing from retail stores – down from 65.2 percent in 2000.<br />
However, those in 2001 who specifically say <strong>the</strong>ir retail purchasing was reduced a lot stayed virtually <strong>the</strong><br />
same as in 2000.<br />
37.1%<br />
11.2%<br />
19.0%<br />
4.1%<br />
8.0%<br />
<strong>Internet</strong> purchasers who say <strong>the</strong>ir buying <strong>online</strong> has not affected <strong>the</strong>ir local retail buying increased in 2001<br />
to 47.2 percent, up from 34.8 percent in 2000.<br />
New Users ( $500<br />
34.8%<br />
47.2%<br />
Annual Purchasing Total<br />
56.3%<br />
44.0%<br />
Not Reduced at All Somewhat Reduced Reduced a Lot<br />
8.9%<br />
8.8%<br />
2.6%<br />
19.8%<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 41<br />
WHAT ITEMS ARE NOW PURCHASED LESS OFTEN IN RETAIL STORES?<br />
New users and very experienced users who buy <strong>online</strong> differ in how <strong>Internet</strong> shopping has reduced <strong>the</strong>ir<br />
retail purchases.<br />
Larger percentages of new users report that <strong>the</strong>y buy fewer clo<strong>the</strong>s, sporting goods, and children's items in<br />
retail stores now that <strong>the</strong>y purchase <strong>online</strong>. Very experienced users most frequently report reduced retail<br />
purchases of compact discs, clo<strong>the</strong>s, electronics, and computers.<br />
Percent of Respondents<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
6.7%<br />
21.8%<br />
Compact<br />
Discs (CDs)<br />
7.8%<br />
1.7%<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 42<br />
ARE PRICES ONLINE LOWER THAN TRADITIONAL RETAIL?<br />
<strong>Internet</strong> purchasers do not consider <strong>the</strong> <strong>Internet</strong> a hunting ground <strong>for</strong> bargains. In 2001, 22.8 percent of<br />
<strong>Internet</strong> shoppers agree or strongly agree that prices <strong>online</strong> are lower than in traditional retail stores.<br />
Among <strong>Internet</strong> users who do not shop <strong>online</strong>, 15.9 percent agree or strongly agree with this statement.<br />
Percent of Respondents<br />
THE FIRST ONLINE PURCHASE: HOW LONG DID IT TAKE?<br />
Most people do not buy <strong>online</strong> immediately when <strong>the</strong>y first start using <strong>the</strong> <strong>Internet</strong>. In <strong>the</strong> 2001 survey,<br />
<strong>Internet</strong> purchasers were asked how long <strong>the</strong>y waited after <strong>the</strong>y became <strong>Internet</strong> users be<strong>for</strong>e <strong>the</strong>y made<br />
<strong>the</strong>ir first <strong>online</strong> purchase.<br />
Average Number of Months<br />
60%<br />
40%<br />
20%<br />
0%<br />
25<br />
20<br />
15<br />
10<br />
5<br />
0<br />
17.8%<br />
14.9<br />
17.1%<br />
Strongly<br />
Disagree<br />
14.1<br />
13.0%<br />
Looking at this question in terms of age, <strong>the</strong> longest amount of time was required by users 56-65 years old,<br />
who required an average of 23.2 months be<strong>for</strong>e <strong>the</strong> first purchase. This group was followed closely by <strong>the</strong><br />
19-24 age group (22.3 months).<br />
12.5%<br />
22.3<br />
44.5%<br />
The quickest purchasers were <strong>the</strong> 16-18-year-old users, followed by <strong>the</strong> over-65 users.<br />
54.5%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
20.7<br />
18.8 18.9<br />
< 16 16 - 18 19 - 24 25 - 35 36 - 45 46 - 55 56 - 65 > 65<br />
Age<br />
17.8%<br />
8.9%<br />
6.8%<br />
7.0%<br />
Agree Strongly<br />
Agree<br />
23.2<br />
Did Shop Online<br />
Never Shopped<br />
Online<br />
14.4
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 43<br />
WHY SO LONG TO MAKE THE FIRST PURCHASE?<br />
Why do users wait to make <strong>the</strong>ir first <strong>online</strong> purchase? Concern about fraud and deception rank high<br />
among <strong>the</strong> reasons. The single most-cited reason <strong>for</strong> this lag is concern about giving out a credit card<br />
number, mentioned by 28.4 percent of <strong>Internet</strong> purchasers.<br />
Percent of Respondents<br />
The second most-cited reason is “no products or services available;” and third is “concerned about<br />
deception.”<br />
28.4%<br />
For o<strong>the</strong>r questions about using credit cards <strong>online</strong>, see page 53.<br />
IS FACE-TO-FACE CONTACT IMPORTANT WHEN SHOPPING?<br />
Buying a product from a “real person” remains an issue <strong>for</strong> some <strong>Internet</strong> users, whe<strong>the</strong>r <strong>the</strong>y have<br />
shopped <strong>online</strong> or not.<br />
Percent of Respondents<br />
40%<br />
30%<br />
20%<br />
10%<br />
When asked if <strong>the</strong>y are uncom<strong>for</strong>table with <strong>the</strong> lack of face-to-face contact when ordering on <strong>the</strong> <strong>Internet</strong>,<br />
27.5 percent of <strong>online</strong> buyers and 35.5 percent of users who have never shopped <strong>online</strong> ei<strong>the</strong>r agree or<br />
strongly agree.<br />
9.8%<br />
0%<br />
Concerned<br />
about giving a<br />
credit card<br />
number<br />
Concerned<br />
about<br />
deception<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
22.4%<br />
19.9%<br />
Strongly<br />
Disagree<br />
1.0%<br />
Not sure<br />
if was<br />
cheaper<br />
19.2%<br />
9.2%<br />
8.6%<br />
Didn’t know<br />
where to find<br />
what I wanted<br />
6.8% 2.6%<br />
Never<br />
thought<br />
about it<br />
Didn't use<br />
<strong>Internet</strong> much<br />
at first<br />
Reasons <strong>for</strong> Waiting to Purchase<br />
30.8%<br />
35.5%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
11.5%<br />
4.0%<br />
Didn't know it<br />
was possible to<br />
buy on <strong>the</strong><br />
<strong>Internet</strong><br />
14.9%<br />
2.1%<br />
Didn’t have a<br />
credit card<br />
16.0%<br />
12.0%<br />
No product or<br />
services that are<br />
of interest<br />
20.6%<br />
Agree Strongly<br />
Agree<br />
24.8%<br />
O<strong>the</strong>r<br />
Did Shop Online<br />
Never Shopped<br />
Online
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 44<br />
BUYING ONLINE: ARE YOU CONCERNED ABOUT YOUR PRIVACY?<br />
In <strong>the</strong> first of several questions in <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> Project that explore personal privacy, nearly all<br />
respondents report some level of concern about <strong>the</strong> privacy of <strong>the</strong>ir personal in<strong>for</strong>mation when or if <strong>the</strong>y<br />
buy <strong>online</strong>.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
Nearly two-thirds (65.8 percent) of all respondents aged 16 and over say <strong>the</strong>y are very or extremely<br />
concerned about <strong>the</strong>ir personal privacy when buying <strong>online</strong>, while only 5.5 percent say that <strong>the</strong>y are not at<br />
all concerned.<br />
8.8%<br />
29.5%<br />
For o<strong>the</strong>r questions about personal privacy, security of credit card in<strong>for</strong>mation, and o<strong>the</strong>r privacy-related<br />
issues, see pages 53 and 65.<br />
61.7%<br />
5.5%<br />
23.1%<br />
2000 2001<br />
Year of Study<br />
71.3%<br />
Not at All Concerned<br />
Somewhat Concerned<br />
Very or Extremely<br />
Concerned
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 45<br />
“REMOTE” SPENDING: ONLINE VS. MAIL OR PHONE ORDERS<br />
Buying “remotely” in all of its <strong>for</strong>ms – by mail order, phone order, or <strong>online</strong> – is changing as <strong>the</strong> <strong>Internet</strong><br />
evolves.<br />
In 2001, mail and phone orders represent more than half of all remote purchasing.<br />
HOW DOES INTERNET BUYING AFFECT MAIL OR PHONE ORDERS?<br />
The <strong>Internet</strong> affects users’ views about purchasing by mail or phone order, although more <strong>for</strong> very<br />
experienced users than <strong>for</strong> new users.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
<strong>Internet</strong><br />
75.9%<br />
44.0%<br />
58.6%<br />
More than three-quarters of new users say <strong>the</strong>ir mail and phone orders have not been reduced by shopping<br />
on <strong>the</strong> <strong>Internet</strong>; 41.3 percent of very experienced users say <strong>the</strong>ir mail and phone orders have been reduced<br />
somewhat or a lot by buying <strong>online</strong>.<br />
20.6%<br />
30.3%<br />
Mail / Phone<br />
56.0%<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 46<br />
Very experienced users spend dramatically more than new users in <strong>the</strong>ir <strong>online</strong> shopping, but only a small<br />
portion of this increase comes from dollars spent on mail and phone orders (see <strong>the</strong> chart below).<br />
Average Amount Spent<br />
$1,600<br />
$1,400<br />
$1,200<br />
$1,000<br />
$800<br />
$600<br />
$400<br />
$200<br />
$0<br />
$278<br />
$954<br />
<strong>Internet</strong> Mail/Phone<br />
The largest reduction in mail and phone orders by new users is <strong>for</strong> clothing, electronics, food and<br />
cosmetics, and jewelry. The largest changes in mail and phone orders among very experienced users are<br />
reduced purchases of clothing, gifts, software, travel arrangements, and compact discs.<br />
(For items now purchased less by mail and phone order, see <strong>the</strong> charts on <strong>the</strong> next page.)<br />
$1,446<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 47<br />
(These charts show products now purchased less through mail and phone order by new <strong>Internet</strong> users and<br />
very experienced users.)<br />
Percent of Respondents<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
4.0%<br />
Compact<br />
Discs (CDs)<br />
6.3%<br />
7.0% 6.5%<br />
2.4%<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 48<br />
DO YOU SHOP IN STORES, BUT THEN BUY ONLINE?<br />
The number of <strong>Internet</strong> purchasers who say <strong>the</strong>y shop in local stores and later buy <strong>online</strong> has declined. In<br />
2001, 50.3 percent of <strong>Internet</strong> purchasers say <strong>the</strong>y shop in traditional retail locations and <strong>the</strong>n buy <strong>online</strong><br />
sometimes or often – down from 53.2 percent who reported <strong>the</strong> same behavior in 2000.<br />
Percent of Respondents<br />
49.7%<br />
46.8% 47.2%<br />
DO YOU SHOP ONLINE, BUT THEN BUY IN STORES?<br />
The number of <strong>Internet</strong> users who browse <strong>online</strong> and later buy in stores has also declined. In 2001, 65.2<br />
percent browse <strong>online</strong> and later buy in retail stores sometimes or often, down from 75.6 percent in 2000.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
24.3%<br />
43.2%<br />
6.0%<br />
Never Sometimes Often<br />
34.8%<br />
Shop Locally, Buy Online<br />
59.3%<br />
42.2%<br />
16.3%<br />
Never Sometimes Often<br />
Shop Online, Buy Locally<br />
7.1%<br />
23.0%<br />
2000<br />
2001<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 49<br />
CUSTOMER SERVICE: IS IT BETTER ONLINE?<br />
Customer service is not a strong selling point <strong>for</strong> shopping on <strong>the</strong> <strong>Internet</strong>.<br />
Percent of Respondents<br />
Only 12.2 percent of users who buy <strong>online</strong> agree or strongly agree that <strong>the</strong> customer service offered on <strong>the</strong><br />
<strong>Internet</strong> is better than customer service offered in retail stores, while 41.4 percent disagree or strongly<br />
disagree with that statement.<br />
RETURNING ONLINE PURCHASES<br />
Views vary about <strong>the</strong> difficulty of returning or exchanging goods ordered on <strong>the</strong> <strong>Internet</strong>. Of users who<br />
have shopped <strong>online</strong>, 38.7 percent ei<strong>the</strong>r agree or strongly agree that returning or exchanging goods ordered<br />
<strong>online</strong> is difficult; 33 percent of users who have not shopped <strong>online</strong> agree or strongly agree.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
60%<br />
40%<br />
20%<br />
0%<br />
Of <strong>Internet</strong> shoppers, 19 percent ei<strong>the</strong>r disagree or strongly disagree that returning or exchanging goods<br />
ordered on <strong>the</strong> <strong>Internet</strong> is difficult, while 13.1 percent of users who have not shopped <strong>online</strong> disagree or<br />
strongly disagree.<br />
22.3%<br />
Strongly<br />
Disagree<br />
11.7%<br />
6.2%<br />
Strongly<br />
Disagree<br />
7.3%<br />
19.1%<br />
46.3%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
6.9%<br />
42.3%<br />
53.9%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
23.4%<br />
11.5%<br />
7.9%<br />
4.3%<br />
Agree Strongly<br />
Agree<br />
15.3%<br />
21.5%<br />
Agree Strongly<br />
Agree<br />
Did Shop Online<br />
Never Shopped<br />
Online
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 50<br />
ONLINE BUYING: ARE BRAND NAMES IMPORTANT?<br />
<strong>Internet</strong> purchasers had less interest in 2001 than in 2000 in buying brand names <strong>online</strong> as opposed to<br />
when shopping in a traditional retail store.<br />
Percent of Respondents<br />
19.0%<br />
27.7%<br />
14.2%<br />
12.5%<br />
In 2001, 26.6 percent agree or strongly agree that <strong>the</strong>y are more likely to buy brand name products when<br />
shopping on <strong>the</strong> <strong>Internet</strong> than when shopping in a store, down from 41 percent in 2000. (This substantial<br />
change may be due to an increased com<strong>for</strong>t level in buying <strong>online</strong>.)<br />
DO USERS SPEND MORE THAN THEY INTEND?<br />
Both <strong>the</strong> 2001 and 2000 studies confirm that <strong>Internet</strong> users do not overspend when shopping <strong>online</strong>. In<br />
2001, only 15.8 percent of <strong>Internet</strong> purchasers agree or strongly agree that <strong>the</strong>y spend more <strong>online</strong> than<br />
<strong>the</strong>y intended, down from 18.8 percent in 2000.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
Strongly<br />
Disagree<br />
33.1%<br />
40.8%<br />
Strongly<br />
Disagree<br />
33.2%<br />
25.8% 25.3%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
26.1%<br />
15.3%<br />
21.9%<br />
28.3%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
14.3%<br />
15.7%<br />
12.3%<br />
Agree Strongly<br />
Agree<br />
11.2%<br />
7.9% 7.6% 7.9%<br />
Agree Strongly<br />
Agree<br />
2000<br />
2001<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 51<br />
WILL USERS INCREASE THEIR ONLINE PURCHASING?<br />
Even though <strong>online</strong> purchasing in general continues to hold steady, and <strong>Internet</strong> purchasers report shifts<br />
away from traditional retail buying, a lower number of <strong>Internet</strong> purchasers in 2001 than in 2000 say <strong>the</strong>y<br />
will increase <strong>the</strong>ir <strong>online</strong> purchasing.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
7.0%<br />
19.6%<br />
Strongly<br />
Disagree<br />
Forty-three percent of purchasers ei<strong>the</strong>r agree or strongly agree that <strong>the</strong>y will eventually make many more<br />
purchases <strong>online</strong>, down from 54.5 percent in 2000.<br />
<strong>Internet</strong> purchasers in 2001 who disagree or strongly disagree with this statement rose to 29.1 percent, up<br />
from 17 percent in 2000.<br />
10.0%<br />
9.5%<br />
28.6% 27.9%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
Do <strong>the</strong>se responses represent a maturing of <strong>Internet</strong> purchasing, with users becoming com<strong>for</strong>table with<br />
<strong>the</strong>ir level of <strong>online</strong> buying? Or, could <strong>the</strong>se responses indicate <strong>the</strong> beginning of a downward trend <strong>for</strong><br />
26.2%<br />
22.5%<br />
<strong>online</strong> buying? This issue will be a subject of continuing study in upcoming surveys.<br />
28.3%<br />
20.5%<br />
Agree Strongly<br />
Agree<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 52<br />
SALES TAX: WOULD IT AFFECT ONLINE PURCHASING?<br />
In response to <strong>the</strong> statement, “If sales tax was charged <strong>for</strong> <strong>online</strong> purchases, I would probably buy less on<br />
<strong>the</strong> <strong>Internet</strong>,” 43.3 percent of current <strong>Internet</strong> purchasers ei<strong>the</strong>r agree or strongly agree, while 34.6 percent<br />
of <strong>Internet</strong> users who have not yet purchased agree or strongly agree.<br />
Percent of Respondents<br />
Perhaps more important, only 20.7 percent of current <strong>online</strong> purchasers disagree or strongly disagree, while<br />
18.5 percent of <strong>Internet</strong> users who have not yet purchased <strong>online</strong> disagree or strongly disagree.<br />
FREE ONLINE SERVICES: WILL INTERNET USERS PAY FOR THEM?<br />
This question, new <strong>for</strong> <strong>the</strong> 2001 survey, was added to explore views about <strong>the</strong> increasing number of free<br />
<strong>online</strong> services that are converting to pay services.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
12.3%<br />
13.1%<br />
Strongly<br />
Disagree<br />
20.6%<br />
Strongly<br />
Disagree<br />
8.4%<br />
5.4%<br />
36.1%<br />
46.9%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
12.2%<br />
When <strong>Internet</strong> users are asked if <strong>the</strong>y would be willing to pay a reasonable price <strong>for</strong> a free <strong>online</strong> service if<br />
it became a pay service, 37.9 percent agree or strongly agree, while 32.8 disagree or strongly disagree.<br />
29.2%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
Nearly 30 percent (29.2 percent) nei<strong>the</strong>r agree or nor disagree.<br />
18.1%<br />
12.3%<br />
25.2%<br />
22.3%<br />
Agree Strongly<br />
Agree<br />
21.2%<br />
Did Shop Online<br />
Never Shopped<br />
Online<br />
16.7%<br />
Agree Strongly<br />
Agree
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 53<br />
CONCERNS ABOUT CREDIT CARD INFORMATION: A MAJOR PROBLEM<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project in both 2000 and 2001 found deeply held concerns about privacy among new<br />
users and very experienced users alike, and prominent among <strong>the</strong> privacy issues was concern about credit<br />
card security.<br />
When asked about <strong>the</strong> security of credit card in<strong>for</strong>mation when making <strong>online</strong> purchases, nearly all users<br />
(98.6 percent) in 2001 with less than one year of <strong>Internet</strong> experience express concern about credit card<br />
in<strong>for</strong>mation when buying <strong>online</strong>.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
Among <strong>the</strong>se new users, 79.7 percent are “very concerned” or “extremely concerned” about credit card<br />
security.<br />
4.4%<br />
Although concerns decline somewhat among users with five or more years of <strong>online</strong> experience, <strong>the</strong><br />
numbers are never<strong>the</strong>less significant; 89.1 percent of users with five or more years of experience <strong>online</strong><br />
express some concern about credit card in<strong>for</strong>mation when buying <strong>online</strong>. Of very experienced users, 57.2<br />
percent remain “very concerned” or “extremely concerned.”<br />
Only 10.9 percent of very experienced users are “not at all concerned” about credit card in<strong>for</strong>mation when<br />
purchasing <strong>online</strong>.<br />
16.3%<br />
47.3%<br />
32.0% 31.3%<br />
1.5%<br />
18.9%<br />
48.4%<br />
<strong>Internet</strong> Non-users New Users<br />
(
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 54<br />
Comparing <strong>the</strong> 2001 and 2000 surveys (see <strong>the</strong> chart below), <strong>the</strong> number of total respondents with<br />
concerns have actually increased slightly – to 94.4 percent in 2001, up from 91.2 percent in 2000 – and <strong>the</strong><br />
number of respondents who say <strong>the</strong>y are ei<strong>the</strong>r “very concerned” or “extremely concerned” jumped almost<br />
10 percent.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
8.8%<br />
29.5%<br />
61.7%<br />
Concern about credit card in<strong>for</strong>mation in <strong>online</strong> transactions is a significant problem <strong>for</strong> <strong>Internet</strong> marketers<br />
– even more important, <strong>the</strong>se concerns remain high <strong>for</strong> even <strong>the</strong> very experienced users.<br />
For more questions about privacy, see pages 65.<br />
5.5%<br />
23.1%<br />
2000 2001<br />
Year of Study<br />
71.4%<br />
Not at All Concerned<br />
Somewhat Concerned<br />
Very or Extremely<br />
Concerned
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 55<br />
COMMUNICATION PATTERNS<br />
Communication with o<strong>the</strong>r users is emerging as one of <strong>the</strong> fastest growing benefits of <strong>the</strong> <strong>Internet</strong>.<br />
The 2000 <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong> revealed many important issues about <strong>online</strong> communication;<br />
<strong>the</strong> 2001 report revisits several of <strong>the</strong>se subjects.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 56<br />
E-MAIL: DOES IT HELP YOU REACH OUT TO OTHERS?<br />
Growing numbers of users say that e-mail helps <strong>the</strong>m communicate with people <strong>the</strong>y could not normally<br />
connect with o<strong>the</strong>rwise.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
More than 80 percent of e-mail users in 2001 (80.9 percent) agree or strongly agree that e-mail allows <strong>the</strong>m<br />
to communicate with people <strong>the</strong>y could not normally talk to as often – up from 64.7 percent who<br />
responded <strong>the</strong> same way in 2000.<br />
For more questions about how <strong>the</strong> <strong>Internet</strong> serves as a catalyst to create and maintain friendships, see page<br />
71 and 72.<br />
10.3%<br />
Strongly<br />
Disagree<br />
6.6%<br />
5.3% 4.9%<br />
18.5%<br />
9.0%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
22.0%<br />
24.5%<br />
42.7%<br />
Agree Strongly<br />
Agree<br />
56.4%<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 57<br />
E-MAIL: USERS STAY IN TOUCH<br />
Are e-mail users more likely to keep in contact with o<strong>the</strong>r users? E-mail users in 2000 said yes, and that<br />
view remains strong in 2001.<br />
Percent of Respondents<br />
More than two-thirds of e-mail users in 2001 (67 percent) ei<strong>the</strong>r agree or strongly agree that <strong>the</strong>y are more<br />
likely to keep in contact with someone who has e-mail, down marginally from 68.2 percent in 2000. Only<br />
14.7 percent of e-mail users disagree or strongly disagree with that statement, up slightly from 13.9 percent<br />
in 2000.<br />
USERS AND E-MAIL ATTACHMENTS<br />
Most e-mail users include a variety of attachments and o<strong>the</strong>r material in <strong>the</strong> messages <strong>the</strong>y send. Nearly 80<br />
percent send images or links to Web sites, while almost 40 percent include video clips.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
8.8%<br />
8.6%<br />
Strongly<br />
Disagree<br />
79.2%<br />
5.1%<br />
Photos / Drawings /<br />
Images<br />
6.1%<br />
17.9%<br />
18.3%<br />
Disagree Nei<strong>the</strong>r Agree<br />
or Disagree<br />
39.2%<br />
79.9%<br />
Video Clips Website Links<br />
Email Attachments<br />
23.5%<br />
26.9%<br />
44.7%<br />
40.1%<br />
Agree Strongly<br />
Agree<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 58<br />
DOES E-MAIL TAKE TOO MUCH TIME?<br />
Although complaints about bulging e-mail inboxes may seem a common office problem (see page 85), large<br />
majorities of users in 2000 and 2001 do not think that e-mail requires too much time.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
42.5%<br />
34.3%<br />
Strongly<br />
Disagree<br />
30.4%<br />
22.2% 21.3%<br />
Of <strong>Internet</strong> users with e-mail in 2001, 13.8 percent agree or strongly agree that e-mail takes up too much<br />
time, while 64.7 percent disagree or strongly disagree.<br />
21.4%<br />
Disagree Nei<strong>the</strong>r Agree<br />
or Disagree<br />
8.8%<br />
8.7%<br />
5.2%<br />
5.1%<br />
Agree Strongly<br />
Agree<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 59<br />
MEETING PEOPLE: IS IT EASIER ONLINE?<br />
<strong>Internet</strong> users consider e-mail a powerful tool to stay in touch with people <strong>the</strong>y know, but <strong>the</strong>y do not<br />
believe it is easier to meet new people <strong>online</strong> than in person.<br />
Percent of Respondents<br />
62.5%<br />
6.8%<br />
Substantial majorities of new <strong>Internet</strong> users (69.3 percent) and very experienced users (79 percent) ei<strong>the</strong>r<br />
disagree or strongly disagree that it is easier <strong>for</strong> <strong>the</strong>m to meet people <strong>online</strong> than in person.<br />
Users under age 18 are much are more likely to agree with this statement (see <strong>the</strong> chart below).<br />
Percent Responding Agree<br />
or Strongly Agree<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
67.7%<br />
Strongly<br />
Disagree<br />
28.0%<br />
33.7%<br />
New Users ( 65<br />
Age<br />
8.2%<br />
6.0%<br />
5.3%
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 60<br />
DO YOU REVEAL PERSONAL DETAILS WHILE ONLINE?<br />
Users are unlikely to reveal personal details about <strong>the</strong>mselves <strong>online</strong>. When asked if <strong>the</strong>y share intimate<br />
details of <strong>the</strong>ir lives that <strong>the</strong>y would generally not reveal in person, 92.7 percent of <strong>the</strong> new users and 92<br />
percent of very experienced users ei<strong>the</strong>r disagree or strongly disagree with this statement.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
84.9%<br />
79.8%<br />
Strongly<br />
Disagree<br />
7.8%<br />
12.2%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
4.7%<br />
2.8% 2.8% 1.7%<br />
1.7%<br />
By far <strong>the</strong> largest agreement to this statement comes from teenagers (see <strong>the</strong> chart below).<br />
Percent Responding Agree<br />
or Strongly Agree<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
10.9%<br />
14.9%<br />
New Users ( 65<br />
Age<br />
3.0%<br />
3.6%<br />
1.2%
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 61<br />
DO YOU USE MULTIPLE SCREEN NAMES WITH DIFFERENT PERSONALITIES?<br />
A new question <strong>for</strong> 2001 raises <strong>the</strong> issue of role playing <strong>online</strong> when communicating with o<strong>the</strong>rs. A small<br />
number of users across <strong>the</strong> spectrum of age ranges expresses some agreement that <strong>the</strong>y have multiple<br />
screen names, and each name has its own personality.<br />
3.5<br />
3.4<br />
3.2<br />
The highest level of agreement with this statement is among girls ages 16-18. Women in all age ranges<br />
except 36-45 report higher levels of agreement with this statement than do men.<br />
The vast majority of users disagree or strongly disagree with this statement. Yet a small percentage of both<br />
new users (8 percent) and very experienced users (7.2 percent) ei<strong>the</strong>r agree or strongly agree that <strong>the</strong>y have<br />
multiple screen names, each with its own personality.<br />
Percent of Respondents<br />
Strongly<br />
Agree<br />
Strongly<br />
Disagree<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
5<br />
4<br />
3<br />
2<br />
1<br />
77.1%<br />
3.8<br />
2.8<br />
3.2<br />
3.2<br />
2.8 2.8<br />
2.7<br />
3.1 3.1 3.1 3.1<br />
2.9 2.9<br />
65<br />
80.7%<br />
Strongly<br />
Disagree<br />
5.1%<br />
4.6%<br />
Age<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 62<br />
SOCIAL AND PSYCHOLOGICAL EFFECTS<br />
As <strong>the</strong> <strong>Internet</strong> becomes increasingly pervasive and accepted, <strong>online</strong> technology increasingly shapes<br />
household life and personal interaction. The 2001 <strong>UCLA</strong> <strong>Internet</strong> Project explores a wide range of social<br />
and personal issues that relate to going <strong>online</strong>, including beliefs about <strong>the</strong> <strong>Internet</strong>, <strong>the</strong> effects of <strong>the</strong><br />
<strong>Internet</strong> on children, <strong>the</strong> impact of <strong>the</strong> <strong>Internet</strong> on family and friends, and <strong>the</strong> role of <strong>the</strong> <strong>Internet</strong><br />
at work.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 63<br />
VIEWS ABOUT THE INTERNET<br />
BELIEFS ABOUT THE INTERNET<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> Project asked a series of questions that explore personal views and attitudes<br />
about <strong>the</strong> <strong>Internet</strong>. (Views of <strong>Internet</strong> non-users are shown on <strong>the</strong> first chart on <strong>the</strong> next page; users on <strong>the</strong><br />
second chart.)<br />
Among <strong>the</strong> most noteworthy findings from questions about views about <strong>the</strong> <strong>Internet</strong>:<br />
� As in 2000, users and non-users in 2001 agree at nearly identical levels that children can gain access to “a<br />
lot of inappropriate material” on <strong>the</strong> <strong>Internet</strong> – <strong>the</strong> highest level of agreement in this series of questions.<br />
� Non-users and users (to a lesser degree) agree that “people who go <strong>online</strong> put <strong>the</strong>ir privacy at risk.” (For<br />
o<strong>the</strong>r questions about privacy, see pages 53, 65, and 66.)<br />
� More users than non-users say that using <strong>the</strong> <strong>Internet</strong> saves time. More non-users than users believe<br />
that people spend too much time on <strong>the</strong> <strong>Internet</strong>.<br />
� Both users and non-users disagree that “<strong>the</strong> <strong>Internet</strong> has nothing significant to offer you.” <strong>Internet</strong> users<br />
in 2001, as in 2000, especially disagree with this statement.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 64<br />
Strongly<br />
Agree<br />
Strongly<br />
Disagree<br />
Strongly<br />
Agree<br />
Strongly<br />
Disagree<br />
5<br />
4<br />
3<br />
2<br />
1<br />
5<br />
4<br />
3<br />
2<br />
1<br />
4.0<br />
3.8<br />
People Spend<br />
Too Much Time<br />
Online<br />
3.5<br />
3.5<br />
People Spend<br />
Too Much Time<br />
Online<br />
2.7<br />
2.6<br />
People Who Do<br />
not Have Access<br />
Are at a Serious<br />
Disadvantage<br />
3.4<br />
3.2<br />
People Who Do<br />
not Have Access<br />
Are at a Serious<br />
Disadvantage<br />
2000 2001<br />
2.7 2.6 2.6<br />
You Feel Left<br />
behind When You<br />
Hear about <strong>the</strong><br />
<strong>Internet</strong><br />
2.1<br />
2.0<br />
You Feel Left<br />
behind When You<br />
Hear about <strong>the</strong><br />
<strong>Internet</strong><br />
2.8<br />
<strong>Internet</strong> Has<br />
Nothing<br />
Significant to<br />
Offer You<br />
<strong>Internet</strong> Non-users<br />
2000 2001<br />
1.7<br />
1.8<br />
<strong>Internet</strong> Has<br />
Nothing<br />
Significant to<br />
Offer You<br />
<strong>Internet</strong> Users<br />
4.1<br />
4.1<br />
People Who Go<br />
Online Put Their<br />
Privacy at Risk<br />
3.8<br />
3.7<br />
People Who Go<br />
Online Put Their<br />
Privacy at Risk<br />
4.2<br />
4.3<br />
Children Have Access<br />
to a Lot of<br />
Inappropriate Material<br />
on <strong>the</strong> <strong>Internet</strong><br />
4.3<br />
4.2<br />
Children Have Access<br />
to a Lot of<br />
Inappropriate Material<br />
on <strong>the</strong> <strong>Internet</strong><br />
3.7<br />
3.6<br />
Using <strong>the</strong><br />
<strong>Internet</strong><br />
Saves Time<br />
4.0<br />
4.0<br />
Using <strong>the</strong><br />
<strong>Internet</strong><br />
Saves Time
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 65<br />
PRIVACY<br />
IS YOUR PRIVACY AT RISK WHEN YOU GO ONLINE?<br />
As in 2000, <strong>the</strong> issue of privacy in many <strong>for</strong>ms continues to raise <strong>the</strong> greatest concern about <strong>the</strong> <strong>Internet</strong><br />
among both users and non-users in 2001. Respondents express considerable concern that using <strong>the</strong><br />
<strong>Internet</strong> creates risks to individual privacy.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
4.8%<br />
8.7%<br />
Strongly<br />
Agree<br />
10.0%<br />
4.7%<br />
28.7%<br />
12.1%<br />
Disagree Nei<strong>the</strong>r Agree<br />
nor Disagree<br />
� When asked if “people who go <strong>online</strong> put <strong>the</strong>ir privacy at risk,” more than half of <strong>Internet</strong> users (56.5<br />
percent) and nearly three-quarters (74.5 percent) of non-users in 2001 ei<strong>the</strong>r agree or strongly agree.<br />
Slightly more agreed or strongly agreed in 2000 (63.6 percent of users, 76.1 percent of non-users).<br />
� Nearly all respondents (94.5 percent) report some level of concern about <strong>the</strong> privacy of <strong>the</strong>ir personal<br />
in<strong>for</strong>mation when or if <strong>the</strong>y buy <strong>online</strong>. (See page 53)<br />
� The issue of privacy continues to raise barriers to <strong>online</strong> sales – especially among infrequent purchasers.<br />
As stated on page 53, nearly all users with less than one year of experience (98.6 percent) express some<br />
concern about credit card in<strong>for</strong>mation when <strong>the</strong>y buy <strong>online</strong>.<br />
� Although concerns decline somewhat among users with five or more years of <strong>online</strong> experience, <strong>the</strong><br />
numbers are never<strong>the</strong>less significant. Of very experienced users, 89.1 percent express some concern<br />
about credit card in<strong>for</strong>mation when buying <strong>online</strong>. Of <strong>the</strong>se very experienced users, 57.2 percent remain<br />
“very concerned” or “extremely concerned.”<br />
� Ten percent of non-users who were once users cite “privacy concerns” as a reason why <strong>the</strong>y stopped<br />
using <strong>the</strong> <strong>Internet</strong> entirely.<br />
27.1%<br />
16.1%<br />
29.4%<br />
58.4%<br />
Agree Strongly<br />
Agree<br />
<strong>Internet</strong> Users<br />
<strong>Internet</strong> Non-users
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 66<br />
MAINTAINING PRIVACY FROM PRIVATE BUSINESS AND GOVERNMENT<br />
Percent of Respondents<br />
In <strong>the</strong> last half of <strong>the</strong> twentieth century, perceptions that public authorities increasingly intruded into<br />
personal lives established <strong>the</strong> government as <strong>the</strong> traditional enemy of privacy. As in<strong>for</strong>mation ga<strong>the</strong>ring <strong>for</strong><br />
electronic marketing and financial records has proliferated in <strong>the</strong> corporate world, private business has<br />
joined <strong>the</strong> government as a potential threat to personal privacy.<br />
A new question <strong>for</strong> <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> Project asked respondents about maintaining <strong>the</strong> privacy of<br />
personal in<strong>for</strong>mation from government and business, and respondents – users and non-users alike – express<br />
extremely high levels of concern. When asked about maintaining <strong>the</strong> privacy of personal in<strong>for</strong>mation from<br />
organizations, more than 90 percent of respondents are “somewhat concerned” or “highly concerned”<br />
about both business and government. A slightly larger number is more concerned about business (93.2<br />
percent <strong>for</strong> business, and 90.4 percent <strong>for</strong> government).<br />
When respondents are asked why <strong>the</strong>y are concerned about <strong>the</strong>ir privacy with business organizations (see<br />
<strong>the</strong> chart below), 32.9 percent say “businesses try to make a profit from personal in<strong>for</strong>mation” and 27.7<br />
percent say “businesses may sell personal in<strong>for</strong>mation to o<strong>the</strong>rs” – possibly reacting to highly publicized<br />
cases of companies that sell in<strong>for</strong>mation to direct marketing firms and o<strong>the</strong>r organizations without asking<br />
permission of <strong>the</strong> customer (a problem that has been handled only in part through recent legislation).<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
32.9%<br />
Businesses try<br />
to make a<br />
profit from<br />
personal<br />
in<strong>for</strong>mation<br />
27.7%<br />
Businesses<br />
may sell<br />
personal<br />
in<strong>for</strong>mation to<br />
o<strong>the</strong>rs<br />
8.6%<br />
Businesses<br />
are not as<br />
reliable as<br />
government<br />
12.8%<br />
Businesses<br />
have an<br />
incentive to do<br />
what’s best <strong>for</strong><br />
<strong>the</strong>mselves<br />
6.1%<br />
You have more<br />
control over<br />
government<br />
than you do<br />
over business<br />
Concerns about Business and Privacy<br />
8.9%<br />
Businesses are<br />
not as<br />
regulated as<br />
government<br />
18.7%<br />
Businesses<br />
can’t be<br />
trusted<br />
31.7%<br />
O<strong>the</strong>r
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 67<br />
PRIVACY: WHO SHOULD BE RESPONSIBLE?<br />
Opinions vary among users and non-users about who should be responsible <strong>for</strong> guaranteeing personal<br />
privacy on <strong>the</strong> <strong>Internet</strong>. Large numbers of users and non-users believe ei<strong>the</strong>r business, or government, or a<br />
combination of <strong>the</strong> two should be responsible <strong>for</strong> ensuring <strong>online</strong> privacy.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
32.5%<br />
29.6%<br />
42.7%<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
30.9%<br />
19.8%<br />
35.1%<br />
Government Business Government &<br />
Business<br />
Organizations<br />
5.0%<br />
4.4%<br />
Nei<strong>the</strong>r Government<br />
nor Business
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 68<br />
THE INTERNET, FAMILY, AND FRIENDS<br />
HOUSEHOLD TIME TOGETHER<br />
<strong>Internet</strong> users overall believe that <strong>the</strong> <strong>Internet</strong> ei<strong>the</strong>r has no influence on <strong>the</strong> amount of time <strong>the</strong>y spend<br />
toge<strong>the</strong>r with household members, or positively influences household time toge<strong>the</strong>r.<br />
In 2001, 97.3 percent of users say <strong>the</strong> members of <strong>the</strong>ir household, since being connected to <strong>the</strong> <strong>Internet</strong>,<br />
spend about <strong>the</strong> same amount of time toge<strong>the</strong>r or more time toge<strong>the</strong>r – up from 91.8 percent in 2000. All<br />
of this increase comes from users who say that <strong>the</strong> household now spends more time toge<strong>the</strong>r.<br />
Percent of Respondents<br />
However, experience <strong>online</strong> does affect household time toge<strong>the</strong>r (see <strong>the</strong> chart below). More of <strong>the</strong> very<br />
experienced users than new users say <strong>the</strong>y spend less time toge<strong>the</strong>r with members of <strong>the</strong>ir household.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
0%<br />
8.2%<br />
9.3%<br />
2.7%<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 69<br />
SOCIALIZING WITH FAMILY AND FRIENDS<br />
<strong>Internet</strong> observers who consider <strong>online</strong> activity to be anti-social can note that <strong>Internet</strong> users in 2001 spend<br />
slightly more time than non-users socializing with friends, and almost as much time with family.<br />
Hours per Week<br />
DOES ONLINE EXPERIENCE AFFECT FAMILY ACTIVITIES?<br />
New <strong>Internet</strong> users, very experienced users, and non-users report similar amounts of time involved in a<br />
selection of activities with o<strong>the</strong>r members of <strong>the</strong>ir household – except when very experienced users report<br />
on group television viewing.<br />
Hours per Week<br />
60<br />
40<br />
20<br />
12<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
0<br />
6.6<br />
All three groups report about <strong>the</strong> same amount of time spent having an evening meal, playing games, or<br />
playing sports with o<strong>the</strong>r members of <strong>the</strong> household. However, non-users report <strong>the</strong> highest level of group<br />
television viewing, which declines <strong>for</strong> new users, and drops substantially <strong>for</strong> users with five or more years of<br />
<strong>Internet</strong> experience.<br />
27.0<br />
30.8<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
22.2<br />
24.1<br />
2000<br />
2001 2000 2001<br />
Socializing with Household Members Socializing with Friends<br />
5.5<br />
5.6<br />
10.0<br />
9.4<br />
6.7<br />
Activities<br />
Having an Evening Meal Watching Television Playing Games or Sports<br />
Activities<br />
2.8<br />
9.7<br />
3.1<br />
9.9<br />
2.9<br />
9.4<br />
8.3<br />
<strong>Internet</strong> Non-users<br />
New Users (
Percent of Respondents<br />
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 70<br />
IS THE INTERNET CHANGING WHAT USERS DO AT HOME?<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
Most users report that <strong>the</strong>y spend about <strong>the</strong> same amount of time on non-computing activities at home as<br />
<strong>the</strong>y did be<strong>for</strong>e <strong>the</strong>y had <strong>the</strong> <strong>Internet</strong>. Television viewing, however, showed a large decline.<br />
6.4%<br />
88.9% 86.6%<br />
Spending<br />
Time with<br />
Close<br />
Friends<br />
Face-to-Face<br />
80.1%<br />
13.1%<br />
4.8%<br />
8.7%<br />
4.7% 6.8% 8.3% 7.1%<br />
Spending<br />
Time with<br />
Family Faceto-Face<br />
Exercising or<br />
Participating<br />
in Sports<br />
Less Time About <strong>the</strong> Same More Time<br />
84.6%<br />
Expressing<br />
Personal<br />
Feelings<br />
33.2%<br />
64.0%<br />
2.8%<br />
Watching<br />
Television<br />
Activities not Online<br />
15.6%<br />
79.1%<br />
Listening<br />
to <strong>the</strong><br />
Radio<br />
19.4%<br />
75.2%<br />
15.8%<br />
5.3% 5.4% 4.0%<br />
80.3% 80.3%<br />
13.0%<br />
6.6%<br />
Reading Sleeping Spending<br />
Time with<br />
Artistic /<br />
Creative<br />
Activities
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 71<br />
ARE INTERNET USERS COMMUNICATING MORE WITH FAMILY AND FRIENDS?<br />
The <strong>Internet</strong> in 2001 continues to be a catalyst <strong>for</strong> creating and maintaining friendships and family<br />
relationships – but views about its usefulness <strong>for</strong> this purpose vary widely.<br />
Percent of Respondents<br />
Almost half of new users (47.5 percent) and more than one-third of very experienced users (34.3 percent)<br />
disagree or strongly disagree that since using <strong>the</strong> <strong>Internet</strong>, <strong>the</strong>y communicate more with family and friends.<br />
Yet 36.3 percent of new users and 45.5 percent of very experienced users agree or strongly agree.<br />
For more questions about <strong>the</strong> role of e-mail in building relationships, see page 56, 57, and 59.<br />
DOES THE INTERNET INCREASE THE NUMBER OF PERSONAL CONTACTS?<br />
More of <strong>the</strong> very experienced users say <strong>the</strong>y use <strong>the</strong> <strong>Internet</strong> to stay in contact with o<strong>the</strong>rs.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
42.5%<br />
Of new users, 47.5 percent disagree or strongly disagree that <strong>the</strong> <strong>Internet</strong> increases <strong>the</strong> number of people<br />
with whom <strong>the</strong>y stay in contact, while 31.9 percent agree or strongly agree. Among very experienced users,<br />
much lower numbers disagree or strongly disagree (28.5 percent), while more than half (51.6 percent) agree<br />
or strongly agree.<br />
26.1%<br />
Strongly<br />
Disagree<br />
39.7%<br />
22.3%<br />
Strongly<br />
Disagree<br />
New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 72<br />
ONLINE FRIENDS: DO YOU MEET THEM IN PERSON?<br />
As in 2000, <strong>the</strong> <strong>Internet</strong> continues to serve as a catalyst <strong>for</strong> creating new friendships:<br />
� In 2001, 18.8 percent of <strong>Internet</strong> users say <strong>the</strong>y have met someone in person whom <strong>the</strong>y originally met<br />
<strong>online</strong>.<br />
� These users report six new friends met in person, up slightly from 2000.<br />
� This year’s project found that 31 percent of <strong>Internet</strong> users say <strong>the</strong>y have <strong>online</strong> friends whom <strong>the</strong>y have<br />
never met in person.<br />
� These users report an average of 20.7 <strong>online</strong> friends whom <strong>the</strong>y have not met in person.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 73<br />
VIEWS ABOUT FRIENDS<br />
<strong>Internet</strong> users and non-users report that <strong>the</strong>y see or speak to <strong>the</strong> same number of friends at least once each<br />
week. Non-users report slightly higher numbers of neighbors whom <strong>the</strong>y know by first or last name. (The<br />
fact that non-users know more neighbors by name can probably be attributed to age: on average, non-users<br />
are older than users, and older people have been shown to know neighbors by name.)<br />
Hours per Week<br />
16<br />
14<br />
12<br />
10<br />
LIFE SATISFACTION<br />
8<br />
6<br />
4<br />
2<br />
0<br />
11.3<br />
Compared to non-users, <strong>Internet</strong> users report slightly lower levels of interaction anxiety, powerlessness,<br />
loneliness, alienation, and lack of guiding social norms. <strong>Internet</strong> users express slightly higher levels of life<br />
satisfaction. <strong>Internet</strong> users are also slightly less likely to fear technology and more likely to be supportive of<br />
freedom of speech. These findings mirror those of 2000.<br />
Note to researchers: We do not offer a detailed picture here of <strong>the</strong>se findings, but we will soon release a<br />
detailed research paper on this topic.<br />
11.3<br />
Number of friends to see or<br />
speak to at least once a week<br />
<strong>Internet</strong> Users <strong>Internet</strong> Non-users<br />
13.4<br />
14.5<br />
Number of neighbors known<br />
by first or last name
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 74<br />
INTERNET USE AND FAMILY LIFE<br />
Respondents were asked about <strong>the</strong>ir satisfaction with several aspects of <strong>the</strong>ir family life:<br />
� Users and non-users of <strong>the</strong> <strong>Internet</strong> are equally satisfied with <strong>the</strong> help <strong>the</strong>y receive from <strong>the</strong>ir families<br />
when something is troubling <strong>the</strong>m.<br />
� Users are slightly more satisfied than non-users with how <strong>the</strong>ir families discuss items of common interest<br />
and share problem-solving with <strong>the</strong>m.<br />
� <strong>Internet</strong> users are slightly more satisfied than non-users with how <strong>the</strong>ir families accept <strong>the</strong>ir wishes to<br />
take on new activities or make changes in <strong>the</strong>ir lifestyles.<br />
� <strong>Internet</strong> users are slightly more satisfied than non-users with how <strong>the</strong>ir family members express affection<br />
and respond to <strong>the</strong>ir feelings such as anger, sorrow, and love.<br />
� <strong>Internet</strong> non-users are slightly more satisfied than users with <strong>the</strong> amount of time <strong>the</strong>y and <strong>the</strong>ir family<br />
members spend toge<strong>the</strong>r.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 75<br />
CHILDREN AND THE INTERNET<br />
Do children spend too much time <strong>online</strong>? Does use of <strong>the</strong> <strong>Internet</strong> negatively affect grades? Do children<br />
become isolated because <strong>the</strong>y remain <strong>online</strong> too long?<br />
The answers to <strong>the</strong>se questions in both 2000 and 2001, say adults in households with children, remain<br />
primarily “no.”<br />
WHERE DO CHILDREN USE THE INTERNET?<br />
Nearly two-thirds of children (64 percent) who go <strong>online</strong> have access to <strong>the</strong> <strong>Internet</strong> at home.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
59.4%<br />
64.0% 63.6%<br />
52.7%<br />
20.6%<br />
30.1%<br />
At Home At School Somewhere Else<br />
Locations of <strong>Internet</strong> Use<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 76<br />
CHILDREN ONLINE AND TELEVISION: THE RIGHT AMOUNT OF TIME?<br />
When asked about <strong>the</strong> time children spend using <strong>the</strong> <strong>Internet</strong>, 88.2 percent of adults say children in <strong>the</strong>ir<br />
households spend “about <strong>the</strong> right amount of time” or “too little time” <strong>online</strong> – down from 89.9 percent in<br />
2000.<br />
Percent of Respondents<br />
Regarding children and television viewing, 56.3 percent of adults in 2001 say children spend about <strong>the</strong> right<br />
amount of time or too little time watching television – up from 54.1 percent in 2000.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
60%<br />
40%<br />
20%<br />
0%<br />
10.1%<br />
4.7%<br />
Too Little<br />
Time<br />
11.8%<br />
1.1%<br />
78.7%<br />
49.4%<br />
72.4%<br />
About <strong>the</strong> Right<br />
Amount of Time<br />
Time Online<br />
55.2%<br />
Too Little Time About <strong>the</strong> Right<br />
Amount of Time<br />
Time Watching Television<br />
11.2%<br />
45.9%<br />
Too Much<br />
Time<br />
15.8%<br />
43.8%<br />
Too Much Time<br />
2000<br />
2001<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 77<br />
The real gap in responses about those under 18 and television viewing is between very experienced users as<br />
contrasted with <strong>Internet</strong> non-users and new users (see <strong>the</strong> chart below).<br />
When asked about <strong>the</strong> amount of television viewing by children in <strong>the</strong>ir household, 34.7 percent of non-<br />
users and 38 percent of new users say <strong>the</strong> children watch too much television – compared to almost half<br />
(48.2 percent) of very experienced users.<br />
Percent of Respondents<br />
2.0%<br />
1.4%<br />
63.3%<br />
The number of respondents who say children in <strong>the</strong>ir households watch <strong>the</strong> right amount of television was<br />
again almost similar among non-users (63.3 percent) and new users (60.6 percent), compared to slightly<br />
more than half (51.1 percent) of very experienced users.<br />
Surprisingly, more of <strong>the</strong> very experienced users than new users report that children go <strong>online</strong> too much.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
<strong>Internet</strong> Non-users New Users (
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 78<br />
HAS INTERNET USE CHANGED CHILDREN’S TV VIEWING HABITS?<br />
A new question in <strong>the</strong> 2001 survey asks how use of <strong>the</strong> <strong>Internet</strong> by children affects <strong>the</strong>ir television viewing.<br />
Almost one-quarter of children now watch less TV than be<strong>for</strong>e <strong>the</strong>y started using <strong>the</strong> <strong>Internet</strong>.<br />
Percent of Respondents<br />
SCHOOL GRADES AND THE INTERNET<br />
Does <strong>the</strong> <strong>Internet</strong> affect grades? More than three-quarters of adults in 2001 (76 percent) say that since<br />
<strong>the</strong>ir household acquired <strong>the</strong> <strong>Internet</strong>, <strong>the</strong> grades of children in <strong>the</strong>ir households have stayed <strong>the</strong> same – an<br />
increase from 70.5 percent in 2000.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
26.2%<br />
23.0%<br />
Watch Less<br />
Television<br />
20.5%<br />
Adults who say that children’s grades have improved since going <strong>online</strong> has declined in 2001 to 20.5<br />
percent, down from 26.2 percent in 2000.<br />
70.5%<br />
75.4%<br />
Watch about <strong>the</strong> Same<br />
Amount of Television<br />
<strong>Internet</strong> Usage and Television<br />
76.0%<br />
Improved Stayed <strong>the</strong> Same Declined<br />
Effect on Grades<br />
3.3%<br />
1.6%<br />
Watch More<br />
Television<br />
3.6%<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 79<br />
CHILDREN, THE INTERNET, AND INTERACTION WITH FRIENDS<br />
Respondents say that <strong>the</strong> <strong>Internet</strong> has little effect on children in <strong>the</strong>ir households and <strong>the</strong>ir interaction with<br />
friends.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
7.0%<br />
8.2%<br />
Children Spend Less<br />
Time with Friends<br />
In 2001, 91.8 percent of adults in households with children say that since <strong>the</strong>y acquired <strong>the</strong> <strong>Internet</strong>, <strong>the</strong><br />
children in <strong>the</strong>ir households spend about <strong>the</strong> same amount of time or more time with friends – down<br />
slightly from 93 percent in 2000.<br />
89.0%<br />
87.7%<br />
Children Spend about <strong>the</strong><br />
Same Time with Friends<br />
Children's Social Interaction<br />
4.0%<br />
4.1%<br />
Children Spend More<br />
Time with Friends<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 80<br />
DO YOU TELL YOUR PARENTS EVERYTHING YOU DO ONLINE?<br />
Do children share all of <strong>the</strong>ir <strong>Internet</strong> experiences with <strong>the</strong>ir parents? The answer is “no.” More than half<br />
(55 percent) of children ages 12-15 say <strong>the</strong>y do not tell <strong>the</strong>ir parents everything <strong>the</strong>y do on <strong>the</strong> <strong>Internet</strong>.<br />
ADULTS AND INTERNET MONITORING<br />
Adults continue to be vigilant about <strong>Internet</strong> use by children in <strong>the</strong>ir households. As in 2000, adult<br />
respondents to <strong>the</strong> 2001 survey say <strong>the</strong>y keep a close watch on children’s <strong>Internet</strong> use, limit <strong>online</strong> hours, or<br />
use software to filter or block questionable Web sites.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
32.8%<br />
Yes<br />
45.0%<br />
31.5%<br />
Nanny or filtering<br />
software<br />
66.8% 66.7%<br />
66.3%<br />
Children have to<br />
ask permission to<br />
access <strong>the</strong> <strong>Internet</strong><br />
Means of Supervision<br />
No<br />
55.0%<br />
62.1%<br />
Limiting number of<br />
hours children can<br />
access <strong>the</strong> <strong>Internet</strong><br />
88.0%<br />
91.4%<br />
Keeping an eye on<br />
what children do<br />
on <strong>the</strong> <strong>Internet</strong><br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 81<br />
INTERNET ACCESS: A PUNISHMENT TOOL?<br />
Denying access to <strong>the</strong> <strong>Internet</strong> is used increasingly as a tool <strong>for</strong> punishing children – although still not as<br />
often as denial of television is used as punishment.<br />
Percent of Respondents<br />
60%<br />
40%<br />
20%<br />
0%<br />
30.6%<br />
37.2%<br />
48.7%<br />
<strong>Internet</strong> Television<br />
Punishment<br />
47.5%<br />
2000<br />
2001
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 82<br />
POLITICAL POWER AND INFLUENCE<br />
Users in 2001 say <strong>the</strong> <strong>Internet</strong> continues to be an important resource <strong>for</strong> ga<strong>the</strong>ring in<strong>for</strong>mation about<br />
political issues, but <strong>the</strong>y do not believe that <strong>the</strong> <strong>Internet</strong> gives <strong>the</strong>m more political power, or helps <strong>the</strong>m<br />
influence political decisions and government officials.<br />
In 2001, agreement declined to all three questions about <strong>the</strong> <strong>Internet</strong>’s usefulness as a tool to gain political<br />
power and influence.<br />
DOES THE INTERNET HELP WITH POLITICAL KNOWLEDGE?<br />
When asked if “by using <strong>the</strong> <strong>Internet</strong> people like you can better understand politics,” 45.1 percent of users<br />
agree or strongly agree – virtually identical to responses in 2000.<br />
Those in 2001 who disagree or strongly disagree increased to 23.5 percent, up from 21.2 percent in 2000.<br />
IS THE INTERNET A TOOL TO HELP GAIN POLITICAL POWER?<br />
When asked if “by using <strong>the</strong> <strong>Internet</strong> people like you can have more political power,” 25.6 percent of users<br />
agree or strongly agree, down from 29.3 percent in 2000.<br />
Those in 2001 who disagree or strongly disagree increased to 45.3 percent, up from 37.3 percent in 2000.<br />
CAN THE INTERNET GIVE USERS MORE SAY ABOUT WHAT THE GOVERNMENT DOES?<br />
When asked if “by using <strong>the</strong> <strong>Internet</strong> people like you will have more say about what <strong>the</strong> government does,”<br />
20.9 percent of users in 2001 agree or strongly agree, down from 23.9 percent in 2000.<br />
Those in 2001 who disagree or strongly disagree increased to 51.6 percent, up from 42 percent in 2000.<br />
CAN THE INTERNET HELP MAKE PUBLIC OFFICIALS CARE ABOUT USERS’ VIEWS?<br />
Finally, when asked if “by using <strong>the</strong> <strong>Internet</strong>, public officials will care more about what people like you<br />
think,” 24 percent of users agree or strongly agree, down from 27.8 percent in 2000.<br />
Those in 2001 who disagree or strongly disagree increased to 44 percent, up from 36.4 percent in 2000.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 83<br />
POLITICAL AFFILIATION<br />
As in 2000, <strong>the</strong>re is little difference in <strong>the</strong> political orientation of <strong>Internet</strong> users and non-users in <strong>the</strong> 2001<br />
study. A slightly higher proportion of users identify <strong>the</strong>mselves as liberal, and slightly more non-users<br />
identify <strong>the</strong>mselves as conservative.<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
9.5%<br />
12.1%<br />
Very<br />
Conservative<br />
27.5%<br />
27.6%<br />
Somewhat<br />
Conservative<br />
34.5%<br />
38.5%<br />
Middle of <strong>the</strong><br />
Road<br />
Political Beliefs<br />
21.5%<br />
14.6%<br />
Somewhat<br />
Liberal<br />
7.1%<br />
Very<br />
Liberal<br />
7.3%<br />
<strong>Internet</strong> Users<br />
<strong>Internet</strong> Non-users
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 84<br />
THE INTERNET AT WORK<br />
While employers recognize <strong>the</strong> role of <strong>the</strong> <strong>Internet</strong> and e-mail <strong>for</strong> in<strong>for</strong>mation-ga<strong>the</strong>ring and marketing, <strong>the</strong><br />
technology continues to raise questions about productivity and potential abuse in <strong>the</strong> workplace.<br />
Monitoring e-mail and <strong>Internet</strong> use remains an issue <strong>for</strong> both management and employees.<br />
DO YOU USE THE INTERNET AT WORK?<br />
Use of <strong>the</strong> <strong>Internet</strong> in <strong>the</strong> workplace has increased between 2000 and 2001 <strong>for</strong> both personal and<br />
professional uses.<br />
Percent of Respondents<br />
100%<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
52.4%<br />
58.1%<br />
79.7%<br />
85.5%<br />
50.7%<br />
60.7%<br />
Personal E-mail Business E-mail Visiting Websites or<br />
Surfing <strong>for</strong> Personal<br />
Use<br />
Activities at Work<br />
83.7%<br />
89.7%<br />
Visiting Websites or<br />
Surfing <strong>for</strong> Business<br />
Use<br />
2000<br />
2001
Percent of Respondents<br />
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 85<br />
DOES THE INTERNET AFFECT PRODUCTIVITY?<br />
Is <strong>the</strong> <strong>Internet</strong> a catalyst <strong>for</strong> productivity? Users say yes, and in growing numbers.<br />
In 2001, 60.9 percent of users say that access to <strong>the</strong> <strong>Internet</strong> at work makes <strong>the</strong>m somewhat more<br />
productive or much more productive, up from 56.7 percent in 2000. The largest change was <strong>the</strong> increase<br />
among those who say <strong>the</strong> <strong>Internet</strong> makes <strong>the</strong>m much more productive.<br />
WHY DOES THE INTERNET AT WORK MAKE YOU LESS PRODUCTIVE?<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
Percent of Respondents<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
0.8%<br />
Of employees who say <strong>the</strong> <strong>Internet</strong> makes <strong>the</strong>m less productive at work, by far <strong>the</strong> number one reason<br />
<strong>the</strong>y gave was that <strong>the</strong>y spend time on <strong>the</strong> <strong>Internet</strong> doing things unrelated to work. O<strong>the</strong>r top reasons are<br />
<strong>the</strong> time required to read and write business-related e-mail, and too much time spent on personal messaging<br />
and <strong>online</strong> chatting.<br />
5.4%<br />
Connection<br />
is Too Slow<br />
0.9%<br />
Much Less<br />
Productive<br />
13.8%<br />
Spend Too<br />
Much Time with<br />
Work Email<br />
3.8%<br />
3.4%<br />
Somewhat Less<br />
Productive<br />
3.5%<br />
Hard to Resist<br />
Responding to<br />
Personal Email<br />
38.8%<br />
34.8%<br />
Nei<strong>the</strong>r More nor<br />
Less Productive<br />
Effect on Productivity<br />
33.2%<br />
Spend Time on<br />
<strong>the</strong> <strong>Internet</strong><br />
Unrelated to Work<br />
6.9%<br />
Difficult to Convey<br />
Complex Ideas<br />
Remotely<br />
34.7%<br />
31.7%<br />
Somewhat More<br />
Productive<br />
13.8%<br />
Too Much Time<br />
Spent on Personal<br />
Messaging/Chatting<br />
22.0%<br />
29.2%<br />
Much More<br />
Productive<br />
3.5%<br />
Very Distracting<br />
4.0%<br />
2000<br />
2001<br />
Not Familiar<br />
Enough with <strong>the</strong><br />
Technology<br />
16.0%<br />
O<strong>the</strong>r
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 86<br />
CONCLUSIONS<br />
Three years ago, when <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project was being developed, who could have <strong>for</strong>eseen <strong>the</strong><br />
turbulent events and economic downturn that would lead to <strong>the</strong> collapse of <strong>the</strong> dot-com boom? As <strong>the</strong><br />
effects of extravagance and short-sighted business planning within <strong>the</strong> high-tech sector took root, unrealistic<br />
projections about <strong>Internet</strong> business opportunities gave way to harsh economic realities that resulted in rapid<br />
contraction, layoffs, and retrenchment <strong>for</strong> much of <strong>the</strong> <strong>online</strong> world.<br />
From <strong>the</strong> perspective of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project, a major question to consider in 2001 is: how did a<br />
backdrop of economic meltdown affect users and non-users of <strong>the</strong> <strong>Internet</strong>? Would <strong>Internet</strong> users lose<br />
faith in <strong>online</strong> technology? Would <strong>Internet</strong> use decline? Did <strong>the</strong> collapse of <strong>the</strong> <strong>Internet</strong> boom affect<br />
<strong>online</strong> purchasing and o<strong>the</strong>r uses?<br />
The dot-com crash, combined with a general economic malaise in 2001, could have created an immense<br />
shift in <strong>online</strong> use, loss of credibility <strong>for</strong> <strong>the</strong> <strong>Internet</strong> among users, and dismal prospects <strong>for</strong> new access by<br />
non-users. Clearly, many issues of concern about <strong>the</strong> <strong>Internet</strong> remain from 2000, and new ones have<br />
emerged in 2001. Yet just as clearly, <strong>the</strong> <strong>Internet</strong> is more vigorous than ever; a large majority of Americans<br />
go <strong>online</strong>, <strong>Internet</strong> use continues to increase, and growing numbers of non-users expect to go <strong>online</strong> in <strong>the</strong><br />
next year.<br />
With that in mind, how do users and non-users feel about <strong>the</strong> <strong>Internet</strong> and o<strong>the</strong>r <strong>online</strong> technology?
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 87<br />
ARE USERS SATISFIED OR DISSATISFIED WITH THE INTERNET?<br />
Users of <strong>the</strong> <strong>Internet</strong> in 2001 are generally satisfied with <strong>online</strong> technology at about <strong>the</strong> same levels as in<br />
2000. Overall, <strong>the</strong> <strong>Internet</strong> was rated 4.0 on a scale of 1 (not satisfied) to 5 (completely satisfied).<br />
Specifically, users are most satisfied with <strong>the</strong> ability to communicate with o<strong>the</strong>r people on <strong>the</strong> <strong>Internet</strong>. In a<br />
new question <strong>for</strong> 2001, users rate <strong>the</strong> ability to purchase items <strong>online</strong> as 3.7 on a scale of 5.<br />
Users are also generally satisfied with <strong>the</strong> amount of relevant in<strong>for</strong>mation available <strong>online</strong>, <strong>the</strong> availability of<br />
goods and services, and <strong>the</strong> ease of search methods. Users were least satisfied with <strong>the</strong> speed of <strong>the</strong>ir<br />
connection to <strong>the</strong> <strong>Internet</strong>.<br />
Completely<br />
Satisfied<br />
Not at All<br />
Satisfied<br />
4.0<br />
3.8<br />
HOW HAS COMMUNICATION TECHNOLOGY AFFECTED THE WORLD?<br />
3.6<br />
Attitudes about <strong>the</strong> effect of communication technology on <strong>the</strong> world have shifted modestly in 2001<br />
compared to 2000. Among <strong>Internet</strong> users, those who believe that communication technology has made <strong>the</strong><br />
world a better place dropped slightly to 62 percent, down from 66 percent in 2000.<br />
Percent of Respondents<br />
80%<br />
60%<br />
40%<br />
20%<br />
0%<br />
5<br />
4<br />
3<br />
2<br />
1<br />
4.0<br />
The amount<br />
of relevant<br />
in<strong>for</strong>mation<br />
available on<br />
<strong>the</strong> <strong>Internet</strong><br />
5.4%<br />
3.8<br />
The availability<br />
of goods and<br />
services on<br />
<strong>the</strong> <strong>Internet</strong><br />
17.7%<br />
3.7<br />
The ease of<br />
finding<br />
in<strong>for</strong>mation<br />
on <strong>the</strong><br />
<strong>Internet</strong><br />
32.6%<br />
2000 2001<br />
3.2<br />
3.2<br />
The speed of<br />
your<br />
connection<br />
to <strong>the</strong><br />
<strong>Internet</strong><br />
Aspects of <strong>the</strong> <strong>Internet</strong><br />
31.6%<br />
4.1<br />
4.2<br />
The ability to<br />
communicate<br />
with o<strong>the</strong>r<br />
people using<br />
<strong>the</strong> <strong>Internet</strong><br />
62.0%<br />
50.7%<br />
Worse Place Nei<strong>the</strong>r Better nor Worse Better Place<br />
3.7<br />
The ability to<br />
purchase items<br />
using <strong>the</strong><br />
<strong>Internet</strong><br />
(Not asked in 2000)<br />
4.0<br />
4.0<br />
The<br />
<strong>Internet</strong><br />
overall<br />
<strong>Internet</strong> Users<br />
<strong>Internet</strong> Non-users
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 88<br />
ISSUES AND TRENDS<br />
1. PRIVACY<br />
Among <strong>the</strong> findings on more than 100 major issues explored in Year Two of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project,<br />
several topics, trends, and questions emerge as particularly noteworthy:<br />
Privacy is <strong>the</strong> paramount issue of concern about <strong>the</strong> <strong>Internet</strong> <strong>for</strong> users and non-users alike. Credit card<br />
security (see #5 below) is only part of <strong>the</strong> story; whe<strong>the</strong>r one buys <strong>online</strong>, or simply accesses <strong>the</strong> <strong>Internet</strong><br />
<strong>for</strong> in<strong>for</strong>mation, or is not a user at all, concerns about privacy remain at <strong>the</strong> root of a wide range of issues<br />
that affect <strong>the</strong> <strong>Internet</strong>.<br />
How can <strong>Internet</strong> providers, users, and non-users dispel concerns about <strong>online</strong> privacy? The answer to that<br />
question is not clear – nor is it yet on <strong>the</strong> horizon.<br />
2. NEW USERS VS. VERY EXPERIENCED USERS: A GAP<br />
In question after question, <strong>the</strong> 2001 survey found tremendous differences between <strong>the</strong> <strong>online</strong> behavior and<br />
views of new users (with less than one year <strong>online</strong>) and very experienced users (five or more years <strong>online</strong>).<br />
For <strong>online</strong> marketers, technology developers, and <strong>Internet</strong> planners, understanding <strong>the</strong>se differences will be<br />
crucial as <strong>Internet</strong> use continues to evolve.<br />
3. INTERNET CREDIBILITY<br />
While users in growing numbers consider <strong>the</strong> <strong>Internet</strong> an important source of in<strong>for</strong>mation, <strong>the</strong> material<br />
available <strong>online</strong> continues to suffer from credibility problems among some users. About 58 percent of<br />
users in 2001 believe that most or all of <strong>the</strong> in<strong>for</strong>mation on <strong>the</strong> <strong>Internet</strong> is reliable and accurate, and more<br />
than one-third say that only about half of <strong>online</strong> in<strong>for</strong>mation is reliable and accurate.<br />
New divisions are developing among <strong>Internet</strong> users: those who know how to discern good in<strong>for</strong>mation and<br />
those who do not, or those who know how to find reliable in<strong>for</strong>mation and those who do not. Many<br />
<strong>Internet</strong> users translate <strong>the</strong>ir inherent trust in traditional media to <strong>the</strong> in<strong>for</strong>mation <strong>the</strong>y see on <strong>the</strong> <strong>Internet</strong>.<br />
Is that credibility justified?
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 89<br />
4. TELEVISION<br />
From every perspective explored in <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project, television is <strong>the</strong> primary victim of <strong>the</strong><br />
growth of <strong>Internet</strong> use. Americans do not seem to sacrifice any element of <strong>the</strong>ir personal or social lives by<br />
using <strong>the</strong> <strong>Internet</strong>, except <strong>for</strong> time spent watching television.<br />
These findings about television have profound implications <strong>for</strong> marketing, communications, and social<br />
behavior that are only now beginning to emerge. Primary among <strong>the</strong> intriguing issues to consider is that<br />
television is a passive leisure activity, while <strong>the</strong> <strong>Internet</strong> is an interactive technology that involves work, play,<br />
school, and social behavior. How will social attitudes and behavior change as America becomes less of a<br />
passive TV-viewing culture and more of a interactive <strong>Internet</strong>-using e-community?<br />
5. ONLINE COMMERCE<br />
Although <strong>online</strong> purchasing in general continues to be strong, and <strong>Internet</strong> purchasers report some shifts<br />
away from traditional retail buying, a smaller number of <strong>Internet</strong> purchasers in 2001 say <strong>the</strong>y will increase<br />
<strong>the</strong>ir <strong>online</strong> purchasing. And, <strong>Internet</strong> shoppers do not believe that buying <strong>online</strong> gives <strong>the</strong>m a price<br />
advantage. How will <strong>the</strong>se issues affect <strong>online</strong> purchasing?<br />
Most important are continuing broad concerns about using credit cards <strong>online</strong>. Consumers have widely<br />
divergent views about credit card security when used in traditional purchasing compared to <strong>online</strong> shopping;<br />
restaurant patrons who think nothing of leaving a signed credit card receipt on a table in a busy cafe are<br />
never<strong>the</strong>less extremely concerned about <strong>online</strong> security. Without question, broad shifts in perceptions<br />
about <strong>Internet</strong> security must occur be<strong>for</strong>e <strong>online</strong> purchasing can truly flourish.<br />
.<br />
6. FREE ONLINE SERVICES BECOMING PAY SERVICES<br />
In 2001, business realities require many <strong>Internet</strong> organizations that provided free <strong>online</strong> services to<br />
trans<strong>for</strong>m <strong>the</strong>m into Web sites that require a fee <strong>for</strong> use; that trend continues. These shifts, along with<br />
changes in free services that are developing as legal questions about access to in<strong>for</strong>mation <strong>online</strong> unfold<br />
(such as <strong>the</strong> Napster case), are <strong>for</strong>cing <strong>Internet</strong> users to realize that many favorite <strong>online</strong> services may soon<br />
require a fee.<br />
The 2001 <strong>UCLA</strong> <strong>Internet</strong> Project found that about 38 percent of users say <strong>the</strong>y would pay a reasonable<br />
price <strong>for</strong> a free <strong>online</strong> service if it became a pay service; 29 percent are unsure if <strong>the</strong>y would pay, and<br />
about 33 percent would not. This question, like many o<strong>the</strong>rs in <strong>the</strong> survey, is a “glass is half-full or half-<br />
empty” issue; some marketers will rejoice that nearly 38 percent of users would be willing to pay <strong>for</strong> a<br />
service that <strong>the</strong>y previously received <strong>for</strong> free, while o<strong>the</strong>rs would despair because 62 percent are ei<strong>the</strong>r<br />
neutral or disagree.<br />
As <strong>online</strong> marketing trends change, and providers of free services continue to evaluate <strong>the</strong>ir pricing policies,<br />
this subject will continue to be important to watch in upcoming surveys.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 90<br />
7. THE RISE OF BROADBAND<br />
We are particularly interested in tracking <strong>the</strong> changes that will result from <strong>the</strong> growing use of connections to<br />
<strong>the</strong> <strong>Internet</strong> that are faster than telephone modems, such as broadband. Will <strong>the</strong> use of broadband result in<br />
more <strong>Internet</strong> use because of more convenient and faster access, or less <strong>online</strong> time because use is more<br />
efficient? How will <strong>the</strong>se changes influence <strong>the</strong> choices of <strong>online</strong> activities, household time toge<strong>the</strong>r,<br />
television viewing, and o<strong>the</strong>r activities?<br />
8. POST-SEPTEMBER 11: A FOLLOW-UP<br />
The issues that have emerged from <strong>the</strong> September 11 terrorist attacks vividly illustrate that <strong>the</strong> <strong>Internet</strong><br />
serves <strong>the</strong> best and worst of humanity; terrorists may have used <strong>the</strong> <strong>Internet</strong> to communicate and plan <strong>the</strong>ir<br />
attacks, but <strong>online</strong> services aided <strong>the</strong> recovery and created a network of outreach that brought <strong>the</strong> world<br />
closer toge<strong>the</strong>r in an unprecedented outpouring of support.<br />
The <strong>UCLA</strong> <strong>Internet</strong> Project completed <strong>the</strong> survey work <strong>for</strong> this report be<strong>for</strong>e September 11; clearly,<br />
follow-up study must explore a range of key issues that have emerged since <strong>the</strong>n. We are planning a special<br />
report early in 2002 that explores <strong>the</strong> attitudes about <strong>the</strong> <strong>Internet</strong> and related behavior of users and non-<br />
users since September 11.<br />
9. THE MAINSTREAMING OF THE INTERNET<br />
Finally, in both 2000 and 2001, <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project found that going <strong>online</strong> is a mainstream activity<br />
that transcends age, income, and education levels. Worth repeating here is a point made in <strong>the</strong> 2000 report:<br />
<strong>the</strong> <strong>Internet</strong> has become <strong>the</strong> fastest growing electronic technology in world history. In 1994, when <strong>the</strong><br />
<strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy, <strong>the</strong> Academy of Television Arts and Sciences, and <strong>the</strong>n-Vice<br />
President Al Gore hosted <strong>the</strong> first “In<strong>for</strong>mation Superhighway” conference, <strong>the</strong> <strong>Internet</strong> had little<br />
immediate relevance in <strong>the</strong> daily lives of Americans.<br />
Now, seven years later, a large majority of Americans use <strong>online</strong> technology, most users have e-mail, buying<br />
<strong>online</strong> is routine, and <strong>the</strong> <strong>Internet</strong> is viewed by new and experienced users alike as a key source of<br />
in<strong>for</strong>mation.<br />
Will <strong>the</strong> <strong>Internet</strong> continue to grow as a tool <strong>for</strong> in<strong>for</strong>mation ga<strong>the</strong>ring, purchasing, and communication? If<br />
so, how will this growth affect <strong>the</strong> daily lives of Americans? Those issues will be our paramount concern<br />
as <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project continues its explorations into <strong>the</strong> ever-evolving impact of <strong>online</strong> technology.<br />
* * * * * * * *
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 91<br />
SUPPLEMENT 1<br />
THE <strong>UCLA</strong> CENTER FOR COMMUNICATION POLICY<br />
The <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy is a <strong>for</strong>um <strong>for</strong> <strong>the</strong> discussion and development of policy<br />
alternatives addressing <strong>the</strong> leading issues in media and communication. Communication policy at its core<br />
begins with <strong>the</strong> individual and <strong>the</strong> family.<br />
The <strong>Center</strong> conducts and facilitates research, courses, seminars, working groups, and conferences designed<br />
to have a major impact on policy at <strong>the</strong> local, national, and international levels. In addition, it provides a<br />
base <strong>for</strong> visiting scholars who are engaged in ef<strong>for</strong>ts to examine and shape communication policy. The<br />
<strong>Center</strong>'s goals include using <strong>the</strong> vast intellectual resources of <strong>UCLA</strong> to deal with some of <strong>the</strong> most<br />
important concerns of <strong>the</strong> day and to have a trans<strong>for</strong>ming effect on <strong>the</strong> issues.<br />
The <strong>Center</strong> is based in <strong>the</strong> <strong>UCLA</strong> Anderson Graduate School of Management and maintains an affiliation<br />
with <strong>the</strong> university's College of Letters & Science.<br />
In October 2000, <strong>the</strong> <strong>Center</strong> released <strong>the</strong> first <strong>UCLA</strong> <strong>Internet</strong> <strong>Report</strong>, <strong>the</strong> beginning of an international,<br />
long-term exploration of <strong>the</strong> impact of <strong>the</strong> <strong>Internet</strong> on society. This work is part of <strong>the</strong> World <strong>Internet</strong><br />
Project, which is organized and coordinated by <strong>the</strong> <strong>Center</strong>; included in <strong>the</strong> World <strong>Internet</strong> Project are<br />
<strong>UCLA</strong>'s work and partner studies in countries in Europe, <strong>the</strong> Middle East, South America, and Asia.<br />
Since <strong>the</strong> creation of <strong>the</strong> <strong>Center</strong> <strong>for</strong> Communication Policy in September 1993, it has been awarded a<br />
multi-million-dollar national research grant, held numerous national and local conferences, conducted three<br />
nationwide surveys with one of America's leading news magazines, and established a national identity in <strong>the</strong><br />
area of communication policy <strong>for</strong> <strong>the</strong> <strong>Center</strong> and <strong>UCLA</strong>.<br />
In a short period of time, <strong>the</strong> <strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy has become an internationally<br />
regarded policy studies center. The <strong>Center</strong> is committed to studying, through a variety of prisms, <strong>the</strong><br />
important communication issues that trans<strong>for</strong>m our lives.<br />
For more in<strong>for</strong>mation about <strong>the</strong> <strong>Center</strong>, visit www.ccp.ucla.edu.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 92<br />
SUPPLEMENT 2<br />
THE WORLD INTERNET PROJECT – INTERNATIONAL CONTACTS<br />
UNITED STATES (ORGANIZER)<br />
<strong>UCLA</strong> <strong>Center</strong> <strong>for</strong> Communication Policy<br />
www.ccp.ucla.edu<br />
CHINA<br />
Chinese Academy of Social Sciences<br />
www.cass.net.cn/philosophy/<br />
CSD/<strong>Internet</strong>survey2000<br />
FRANCE<br />
Theseus International Management Institute<br />
www.<strong>the</strong>seus.edu<br />
GERMANY<br />
European Institute <strong>for</strong> <strong>the</strong> Media<br />
www.eim.org<br />
HONG KONG<br />
City University of Hong Kong<br />
www.cityu.edu.hk<br />
HUNGARY<br />
Technical University of Budapest<br />
www.bme.hu<br />
INDIA<br />
Indian Institute of Technology, Bombay<br />
www.iitb.ernet.in<br />
IRAN<br />
Sharif University of Technology<br />
www.sharif.ac.ir<br />
ITALY<br />
SDA Bocconi, Bocconi University<br />
www.sdabocconi.it/oii/<br />
JAPAN<br />
Toyo University<br />
www.toyo.ac.jp<br />
KOREA<br />
Yonsei University<br />
www.yonsei.ac.kr<br />
MACAU<br />
University of Macau<br />
www.umac.mo<br />
SINGAPORE<br />
School of Communication Studies<br />
Nanyang Technological University<br />
www.ntu.edu.sg/scs/main/welcome.htm<br />
SWEDEN<br />
World <strong>Internet</strong> Institute<br />
www.worldinternetinstitute.net<br />
TAIWAN<br />
National Chung Cheung University<br />
www.ccu.edu.tw
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 93<br />
SUPPLEMENT 3<br />
RESEARCH METHODS<br />
In creating “Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong>,” <strong>the</strong> primary goal of <strong>the</strong> <strong>UCLA</strong> <strong>Internet</strong> Project is to create and<br />
maintain a representative sample of users and non-users in <strong>the</strong> United States. Here is <strong>the</strong> methodology that<br />
was used to conduct <strong>the</strong> project:<br />
� For <strong>the</strong> 2001 <strong>UCLA</strong> <strong>Internet</strong> Project, interviews were conducted with 2,006 households throughout <strong>the</strong><br />
50 states and <strong>the</strong> District of Columbia.<br />
� For both <strong>the</strong> original sample drawn last year and <strong>the</strong> replacement sample selected this year, a national<br />
Random Digit Dial (RDD) telephone sample using an Equal Probability Selection Method (EPSEM) was<br />
used. This sampling methodology gives every telephone number in <strong>the</strong> 50 states and <strong>the</strong> District of<br />
Columbia an equal chance of being selected.<br />
� In <strong>the</strong> initial call, an interviewer spoke to a person in <strong>the</strong> household 18 years of age or older to obtain a<br />
roster of all household members. At this point, a computer system (“CFMC Servent” CATI) randomly<br />
selected one individual from among those 12 years of age and over in <strong>the</strong> household to be <strong>the</strong><br />
interviewee from that household.<br />
� If <strong>the</strong> randomly selected individual was between 12 and 17 years of age, <strong>the</strong> interviewer asked a parent<br />
or guardian <strong>for</strong> permission to interview <strong>the</strong> child.<br />
� In <strong>the</strong> initial contact, once <strong>the</strong> selection of a household member was made, only that individual was<br />
eligible to complete <strong>the</strong> interview.<br />
� Eight call attempts were made to complete an interview. If a household refused twice, it was not<br />
contacted again.<br />
� When contacting panel members from <strong>the</strong> original sample, up to 16 call attempts were made to reach<br />
<strong>the</strong>m. The same household member who participated last year was interviewed again. The only condition<br />
in which a new household member was accepted was if <strong>the</strong> person interviewed last year was no longer a<br />
member of <strong>the</strong> household.
THE <strong>UCLA</strong> INTERNET REPORT: Surveying <strong>the</strong> <strong>Digital</strong> <strong>Future</strong> 94<br />
� Those participating in <strong>the</strong> survey <strong>for</strong> <strong>the</strong> second year were paid a monetary incentive.<br />
� Interviews were conducted in English and Spanish. Interviewing took place between May and July 2001.<br />
� The data was compared to U.S. Census data to ensure that <strong>the</strong> sample was representative in terms of<br />
geographic distribution, race, age, sex, family composition, education, and household income.<br />
� The sample was very close on all demographic categories except <strong>for</strong> minor discrepancies on education,<br />
gender, and race. To correct <strong>for</strong> this <strong>the</strong> data was weighted by <strong>the</strong>se three factors. Sample size was<br />
preserved during <strong>the</strong> weighting process.
<strong>UCLA</strong> CENTER FOR COMMUNICATION POLICY<br />
WWW.CCP.<strong>UCLA</strong>.EDU<br />
BOX 951586<br />
LOS ANGELES, CA 90095-1586<br />
INTERNET@<strong>UCLA</strong>.EDU