The State of the Net [Paperback]

Peter Clemente (Author)

Book Description

Publication Date: January 6, 1998

Who's using the Net? What are they doing there? What are cybershoppers spending their money on? Many books have offered answers to these questions, but The State of the Net is the first book to provide an accurate picture of how consumers are really using the Internet today and what they intend to do online in the future. Based on the most credible data yet assembled on the subject, The State of the Net is an invaluable strategic tool for anyone who wants to reach the ever-growing universe of Net users. The State of the Net supplies actionable business strategies you can really use, and reveals how anyone - whether for business or personal reasons - can tap into the unlimited potential of the Internet.

Editorial Reviews

Amazon.com Review

We have heard that the Internet is populated primarily by teens and techies and we have also heard the opposite--that virtually everyone is logging on. The international market research company FIND/SVP made it its business to investigate the truth between these two extremes. Now Peter Clemente shares FIND/SVP's findings in this comfortably readable reference.

Clemente's market research background shows through as he focuses on those who need to understand and communicate with the Net population. He makes The State of the Net an essential reference for those wanting to build a business online, but also useful for academics and social activists who need to know what is reasonable to expect from Internet-based communication. Clemente divides the total number of Net users into four subpopulations with distinct reasons for being online: for personal interests, for personal business concerns, as part of their corporate employment, and as part of their academic careers.

The State of the Net examines each population segment in detail, noting what they do online, what they like and dislike about the Net, their demographic and psychographic profiles, the percentage of women in each group, the amount of time spent online, who is purchasing products through the Net, and more. Clemente includes useful sections on the world of Internet marketing and how to make sense of the market for Internet information. The narrative is enhanced by an abundance of charts, graphs, and tables to make the richness of information all the more easily accessible.

Some of the information is likely to be surprising. For example, despite all the talk about consumers being hesitant to use their credit cards online, FIND/SVP's research showed that 65 percent of online purchasers have used their credit cards. (Clemente even gives a percentage breakdown of which cards were used.) And while only 12 percent of corporate users have made purchases online, 38 percent of those online for personal business reasons have. The research in this book shows that it is indeed possible to conduct business profitably online--but it's not as easy as some would have you believe. Having the right information and identifying your audience is crucial, and that's what Clemente helps provide.

From the Back Cover

An in-depth examinatiion of Internet users and trends-backed by primary research collected by FIND/SVP's Emerging Technology Research Group. Who's using the Net? What are they doing there? What are cybershoppers spending their money on? Many books have offered answers to these questions, but The State of the Net is the first book to provide an accurate picture of how consumers are really using the Internet today and what they intend to do online in the future. Based on the most credible data yet assembled on the subject, The State of the Net is an invaluable strategic tool for anyone who wants to reach the ever-growing universe of Net users. The data for this study comes from the Emerging Technologies Research Group at FIND/SVP, a worldwide research firm that provides strategic advice to Fortune 100 clients. Author Peter Clemente is Vice President of Continuous Advisory Services at Cyber Dialogure, formerly known as Find/SVP's Emerging Technologies Research Group. The State of the Net cuts right through all of the media hype, supplies actionable business strategies you can really use, and reveals how anyone-whether for business or personal reasons-can tap into the unlimited potential of the Internet.

Product Details

• Paperback: 179 pages
• Publisher: Mcgraw-Hill (January 6, 1998)
• Language: English
• ISBN-10: 0070119791
• ISBN-13: 978-0070119796
• Product Dimensions: 10.8 x 8.5 x 0.6 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #4,232,993 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars A must for marketers, June 12, 1998

By A Customer

This review is from: The State of the Net (Paperback)

I've seen a lot of Internet books come and go. This is one of the few that sits on my bookshelf and that I pull down frequently. Author Peter Clemente has his pulse on what's going on out there and shares it in a very accessible, one-to-one tone, unlike many of these books that are just brimming over with geek speak. --Larry Chase, publisher, Web Digest For Marketers

5.0 out of 5 stars Great overview of the Internet, with unique facts and figure, March 16, 1998

By A Customer

This review is from: The State of the Net (Paperback)

This book distinctively captures the evolution of the Internet in statistics and an easy, fun to read narrative. I believe it is an indispensable treasure trove for marketers, entrepreneurs and students -- anyone interested in cutting through the hype to understand the realities of who uses the Internet today, what they do online, and how the Internet is likely to evolve in the near future. I've found no other book like it, especially the way it uses survey statistics and analysis to support its conclusions. It's really a neat, unique book.

5.0 out of 5 stars "State of the Net" is a gold mine of reliable information., March 14, 1998

By A Customer

This review is from: The State of the Net (Paperback)

As a small start-up company in the rapidly changing world of new media we're always looking for reliable Internet information to support our business objectives. "State of the Net" has not only helped justify our existence to our investors, but also helped us identify a new target online audience. We've invested thousands of dollars in industry reports in the past and ended up with very little substantive information. In "State of the Net", Mr. Clemente provides a gold mine of useful and reliable information. Any Internet start-up would be crazy to pass up this gem. Steven Canale