ANGUS REID TO LAUNCH INTERNET SURVEY
By Adnews Staff
The Angus Reid Group of Toronto will make its third annual study of Canadians and the Internet available in September. New this year for the study is the psychographic segmentation of the attitudes Canadians have towards technology and the Internet. It will explore the motivations behind adopting the tool and identify segments of the Internet population who share a common set of values, beliefs and attitudes that distinguishes them in their behavior and motivations from other groups. The study will also cover issues such as electronic commerce, impact on media usage and the role and responsibilities of the public sector, changes in lifestyle and entertainment habits and the impact on children and education. It will track the incidence of Internet and Web usage, changes in on-line habits and will inventory the Internet technology and software on Canadian companies. Fifteen hundred telephone interviews will be conducted across Canada for the survey - 1000 with current users and 500 with emerging users.