Abstract:

It is a complex, tangled and now seemingly somewhat fragile web that we have woven. The online population is now around 260 million people, just over 40% in the US. We are probably headed for 300 million this year. It has at least doubled since the first ESOMAR online research conference two years ago- There are now over one billion web pages on the Internet on 5 million unique servers - 86% in English. Yet, 70% of traffic goes to less than 5 sites and we are blind to most of what is out there as the best search engines only account for about 16% of coverage.