Demographics and Behavior of the Chilean Internet Population

Authors

  • Miguel Rafael H. Mendoza,

    Corresponding author
    1. Assistant Professor of Marketing at the Business and Economics School, University of Chile. He is a commercial engineer, and did his graduate work at University of Colorado at Boulder where he obtained his Master of Arts Degree in Economics and Master's in Business Administration. He wrote the book “Marketing directo: Conceptos y aplicaciones” and he is author of several publications on direct marketing and database marketing. He conducts executive seminars in Latin America on direct marketing and database marketing.
    Search for more papers by this author
  • Jose A. Alvarez de Toledo

    Corresponding author
    1. Director of the Continuing Education program in Computer Science at the School of Business and Economics of University of Chile. He holds a degree in commercial engineering and he teaches “Marketing and Business on the Internet” and “Design and Management of Databases for using in Direct Marketing”. He has been involved in the development and marketing of software especially designed for direct marketing.
    Search for more papers by this author

Miguel Mendoza, Universidad de Chile, Diagonal Paraguay 257, Santiago, Chile.

Jose Antonio Alvarez, Universidad de Chile, Diagonal Paraguay 257, Santiago, Chile.

Abstract

This paper presents the results of a study of Internet users in the city of Santiago. A random sample of 1145 households representing three strata of population was selected. The results show that the typical Internet user is young, male, highly educated, with a high income level, connecting to the Internet from the place of work or study, spending most of the time on-line browsing through the World Wide Web. As far as the use of the Net for commercial transactions is concerned, only 10% of users have bought something on-line. It appears from the study that, for the time being, the Internet is more useful as a communication medium for building relationships and generating leads than it is to buy or sell products.

Ancillary