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Benchmarking the Information Society
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No. 21 Online eCommerce usage and experience

Online experience of eCommerce users

Base: All respondents, weighted column percentages
Questions: B1, A10
Source: SIBIS GPS 2002, SIBIS GPS-NAS 2003

The length of online usage and experience, or online tenure, is a critical aspect for the development of eCommerce. The SIBIS survey shows that at least two years experience is required to be a more adept eCommerce participant. SIBIS revealed that almost one sixth of the EU-15 could be classified as having significant online tenure, although this is someway behind the US’s leading position. Conversely, many NAS have limited online tenure, although Estonia and Slovenia have encouraging profiles. Online tenure also has implications for the goal of increased broadband, as SIBIS analysis showed more experienced users tend to migrate to faster Internet connections.

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