Abstract:

The population of the Internet’s World Wide Web users has grown at astonishing rates during the past three years in the United States. As of mid-1997 over one in five American households surfs the web. In order to realize the potential of this market businesses advertisers and researchers need an accurate and reliable measurement system that competently measures the web and other interactive behavior not only of established users but of infrequent users and of new users as they first come onto the web. The authors demonstrate the importance and relevance of new and infrequent web users and offer a sample design that successfully captures these key users.