MSN releases its second Internet research results

Microsoft`s local consumer Web portal, MSN, recently commissioned its second Internet Research Survey. The online survey was conducted by research group ACNielsen which assisted in questionnaire development and was responsible for analysis of the output. Over 3 200 Internet users completed the survey, and these included Internet users from MSN, iafrica, iol, women24 and news24.

"Surveys of this nature greatly assisted marketers and advertisers involved in the Internet industry when wanting to understand the profile of Internet users," says Ashika Kalyan, country manager of MSN South Africa. "It is interesting to see how the profile of the average Internet user has evolved since MSN`s last Internet Research Survey in 2000."

Objectives of the 2002 study included gathering information regarding exposure to various media, surfing habits and online activities, online services used and general feelings and attitudes towards the Internet. The profile of the respondents included marginally more females in the 25 to 34 age group, with no children living largely in the Gauteng area. Additionally, females were more important in the more urbanised areas of Gauteng, KwaZulu-Natal and the Western Cape. Broadly speaking, just over half of the respondents had ever purchased goods/services online.

As far as media habits are concerned, 37% of respondents read a paper on a daily basis with favourite newspapers including The Star and the Sunday Times. 5fm proved to be the most popular national radio station with 94.7 winning the prize as the favourite radio station in the Gauteng region.

Perhaps one of the most interesting findings of the survey was the statistics regarding online banking trends. Some 57.2% of respondents bank online, with their highest concern being security followed closely by the page download speed. "This information will prove useful to banking and other organisations wanting to correctly understand the profile of their average user," says Kalyan.

Participants in the survey were asked one final and open-ended question on how the Internet experience could be improved. Responses included: easier access/accessibility; the banning of pop-ups, spam and junk mail, child pornography, broader security issues, improved search engines, cost and content.