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USERS OF INTERNET Nielsen Media Research which began studying Internet usage in 1994 reported that in 1995 40 of Americans over the age of 12 had access to computers Nielsen Media Research July 1996 10 of Americans over 16 were online at that time In their most recent survey taken in December 1996 and January 1997 Nielsen reported that 23 of Americans over 16 are now Internet users an amazing rate of growth At least 506 million Americans are now online according to Nielsen Associated Press March 13 1997 At this rate within two years the citizens of cyberspace will outnumber all but the largest nations Anderson July 1 1995 p S4 Additionally according to Nielsen the number of users who have gone online looking for product information grew from 19 in 1995 to 39 today Still only 15 of Internet users have actually purchased products online indicating that the business value of the Internet is in promoting products not in sales Associated Press March 13 1997 According to survey results released by DeWitt Media in February 1997 almost two-thirds of all marketers have advertised on the Internet 54 of those surveyed plan to increase their online advertising budgets in 1997 Online Marketing Growing Strong January 21 1997 In addition Advertising Age reported of the 100 Leading National Advertisers 46 have purchased Web advertising through July 1996 and nearly all have corporate Web sites Many plan to make online advertising a line-item in their budgets for the first time this year Williamson October 21 1996 However the survey also revealed that only 11 of the top advertisers in traditional media placed among Web advertisings top 50 spenders 67 of all online ad spending came from Web-based companies telecommunications companies or computer companies - who have nothing to lose and everything to gain by promoting a networked computer-based medium Ibid Still other companies -
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