Internet Audience Attitude with Reference to Punjab

Abstract

Internet has become pervasive in most domains of our lives and has become a priority tool for newlineaccessing information and communicating with people an important shopping medium. The newlinepresent research has been undertaken with the objective to find out the Internet audience attitude of people of Punjab. The theoretical ideas and empirical views of the various researchers are presented and explained in three parts: i) Growth of Internet and Web enabled services ii) newlineComparative Study of Traditional Advertising and Internet Advertising and iii) Internet Audience Attitude and Consumer Concerns.The broad findings of the study depict that users spend less than 5hrs./week on Internet. 59.89% newlineusers access Internet from their homes and workplaces and 19.22 percent prefer to visit cyber cafes for assessing the Internet. The respondents prefer to use the web for their (i) work/business newlineand (ii) for communication with others. Respondents in the age group less than 20 yrs preferred newlineusing the Internet for entertainment purposes. Internet audience considers speed/cost as the biggest problem in using the web. This research indicates that the least satisfying aspect to buying online is still website security/privacy. The present study reflects that Internet is newlineconsidered a source of providing information. When it comes to finding about new web newlinepages/sites the preferred choice is websites followed by hyperlinks. newlineOverall results which emerge from the analysis are that the people of Punjab accept the viewpoint that the Internet is an information provider. The analysis highlights that Internet audience accepted that the products they get from Internet were of worth. With the increase in newlineeducation and income the number of respondents who were more satisfied with the service of Internet increased. Respondents in Punjab consider that Internet Advertising is making people newlinematerialistic, i.e., interested in owning and getting things.