Patterns of Internet Use
Getting information about and buying products are popular commercial uses of the Internet, but doubts remain
about quality assessment of the products bought online and the lack of face-to-face contact.
Unpleasant Experience on the Internet
OxIS 2007 shows that users have increased their commercial activities since 2005. This propensity is reflected
in the positive attitudes that they have towards the ease with which one can buy and compare products online.
There is still room for improvement: especially in checking the quality of products online, and addressing
issues of trust, probably related to people’s perception that the lack of face-to-face contact is a problem in
online interactions.
9% have bought something which has been misrepresented on a website.
Buying and Using Services Online
The most popular online commercial activity is getting information about a product online.
90% use the Internet to get information about a product or service.
79% buy products or services online.
74% compare products and prices.
Attitudes Regarding e-Commerce
E-commerce is a growing area of activity. Internet users are positive about the commercial services that the
Internet offers. They are less satisfied with the possibility to assess quality.
59% think it is difficult to assess product quality when shopping on the Internet.
37% are uncomfortable with the lack of face-to-face contact.
Video Testimonials and Personal/Company
Introductions help address these issues by increasing personal interaction and improving the ability to
buy a product or service with confidence in its quality.
The full report is available at the Oxford Internet Surveys website.
About The Oxford Internet Surveys
The Oxford Internet Surveys (OxIS) are core to the Internet research of the
Oxford Internet Institute (OII) – a leading world centre for the multidisciplinary
study of Internet research and society. The OII is a department within the Social Sciences Division of the
University of Oxford, focussing on Internet research and teaching, and on informing
policy and practice.
Launched by the Oxford Internet Institute in 2003, OxIS has become an authoritative source of information about
Internet access, use and attitudes – and the difference this makes for everyday life – in Britain.
The OxIS 2007 survey is the third in a series, with previous surveys conducted in 2003 and 2005. Each has used
a multi-stage national probability sample of 2000 people in the UK, enabling them to project estimate to
Britain as a whole.