The American Teleservices Association sponsored a telephone survey of 1,000 consumers regarding their use of telephones, the Internet, and related services.

The research was conducted by Market Facts, Inc. A summary of the results appears below:

For The First Time, The Internet Matches Telephone For Consumer Purchases

Use of the Internet by consumers to make purchases seems to be surging. In the past year, 45% of those surveyed made a purchase over the Internet – compared to 37% in the previous year. Purchases via telephone, relative to Internet purchases, seemed to decrease from 46% last year, to 41% this year.

Among those ages 55-64 and those 65 and older, however, the telephone was the clear winner. Females seem to favor telephone purchases (45%), compared to just 37% of men who purchased over the phone.

Geographical regions tend to be evenly split between Internet and phone purchases, except in the West. In this region, 51% made purchases over the Internet, compared to just 34% who purchased over the phone. Education levels seem to be a good indicator of tendency to purchase over the Internet – among those that attended and/or graduated from college, 56% purchased over the Internet; among post-grads, 71% purchased over the Internet. Just 22% of those with a high-school education or less purchased over the Internet.

Majority of Americans Continue to Pass On Caller ID Services

Caller ID subscription rates seem to be maintaining a level of about 40%. A year ago, 39% of consumers surveyed subscribed to Caller ID services – this year, 41% of those surveyed subscribe to Caller ID.

Among regions, the South continues to lead in Caller ID subscription rates. Of those surveyed from the South, 48% subscribe to Caller ID services – compared to 50% last year. The Mid-West though, seems to be the growth area for Caller ID services. 42% of those surveyed this year from the Mid-West subscribe to Caller ID – compared to just 33% last year.

Age seems to be a good indicator for Caller ID subscription. The youngest age groups are the most likely to subscribe to Caller ID – of those 18-24 years old, 57% subscribe to Caller ID, 54% of those 25-34 subscribe. On the other end of the spectrum, just 26% of those 65 and older subscribe. The largest drop in subscription rate from 2001 to 2002 was in those 45-54 years old – in 2001 42% subscribed, in 2002 just 31% subscribe. Income does not seem to be a good indicator of Caller ID subscription – 45% of those that make $25,000-$50,000 per year subscribe, compared to 42% of those that make $75,000 or more.

Subscription rates for Caller ID seem to be settling around the 40% level. The vast majority of Americans still do not subscribe to the service. Younger age groups, who are generally more technically-savvy subscribe to Caller ID at twice the rate of those aged 65 and over. Income level seems to have very little effect on overall subscription rates.

While the Internet seems to be matching the telephone for consumer purchases, teleservices companies continue to play a major role in the sales process. An increasing number of teleservices companies are offering multi-channel customer support – traditional phone-based call centers are diversifying and applying their customer service skills in new ways. Many teleservices companies now offer
email, web chat, and ecommerce customer support services. This business model allows Internet sellers to focus on selling, supported by the well-tested sales and service skills of call centers nationwide.