FW: UKNM: RE: DIXONS - FREE SHARE

[Philip Rooke]

In the last NOP Research (August 1998), the following question was

asked:


'Which factors will encourage you to start using, or increase your

current use of the internet?'


Amongst current users (16% of survey) the leading identifiable responses

were:


	26%	Lower cost of ISP subscription

	20%	Easier access

	12%	More relevant / useful info


Amongst those intending to start using the Internet (7% of the survey),

response were:


	27% Learn more about it

	22% Lower cost of ISP subscription

	19% Easier access


In short 'free' is about as low cost as you can get and I hope, is going

to have an effect on Internet penetration and usage amongst the general

public.  But, ease of access is still critical, and a leading

frustration.


But note that even current users want 'more useful / relevant info' &

those intenders are still unsure on what they are getting.


******* 	MAJOR POINT   **********


Do we tend to get a little hung up on access, ISP's, OSP's, portals,

hubs, etc, etc?


The survey was 5,433 individuals, 76% of which do not use the internet

and don't intend to.


36% of those 'do not use and don't intend to' said they could see 'no

need / no use for it'.  Only 4% of this group said 'Lower cost of ISP

subscription' mattered.


The key issue is going to be finding areas that will motive the public

to come on line and selling it to them.


Philip Rooke

Sales Director

Carlton Online

Tel: 0171 663 6363