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CANADIANS COOL TO INTERNET SHOPPING

Posted on June 4, 2000

      It appears shopping online isn't as popular as many companies think. A study released Friday suggests most Canadians don't trust corporate web sites when buying products.

      National Public Relations commissioned the survey, which found that less than 20 per cent of Canadians find the Internet credible enough to make purchases.

      It also found that four out of five Canadians do not trust the information that appears on corporate Web sites.

      Young people, thought to be the online generation, are almost as skeptical. Two-thirds of people between 18 and 24 say they won't shop online.

      Edward Gould works for the company that commissioned the survey. He says media reports about Internet fraud and viruses haven't helped to reassure the public.

      Some companies with Web sites were surprised by the study's findings. Ann Gregory, who owns Centre Town Corporate Services, says businesses will have to review their plans for marketing on the Internet.

      Others point out that since the Internet is still so new companies must naturally work harder to gain the public's confidence.

      Gord Watts is a senior manager with Cognos, an Ottawa firm that helps companies build Web sites.

      He says businesses often buy from other businesses now, and predicts the trend with eventually catch on with consumers.

      The survey was based on just over 1,600 interviews in April. It was carried out by Pollara and Barometre, and is considered accurate within about three percentage points about 19 times out of 20.

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