Vancouver Sun Articles - week of Feb. 21, 99 following New Media Conference in Victoria
NETWORKS
Gillian Shaw:
Internet users increase use and
sophistication
The Vancouver Sun
Gillian Shaw, Sun Business Columnist Vancouver Sun
VICTORIA -- Internet users are spending more time online and
becoming more
sophisticated in their surfing, a University of Victoria new
media conference
heard Tuesday.
Citing usage statistics from January, Vida Morkunas, director of
strategic
services for the Vancouver company Emerge Online, told delegates
if
businesses are to have successful websites, they must recognize
this
changing market.
"There has been phenomenal growth. There has been growth
both in the
number of people online and the length of time they are spending
on each
page they are viewing on the Web."
At 6.49 million Internet users, Canada comes only second to the
United
States in the percentage of its population that is online. Europe
has 36 million
Internet users. By the end of 2000, an estimated 320 million
people will be on
the Internet worldwide.
Morkunas cited a study released earlier this month by Net Ratings
that
indicated Internet users:
- View 959 Web pages a month.
- Spend an average of just over 16 hours a month online.
- Go online 27 times a month].
- View 36 Web pages at each online session.
- Spend almost 35 minutes online each time they log on.
- Take about one minute to view a Web page on average.
- See 329 banner ads on websites every month.
- Click on 2.52 of those banner ads to find out more about what
is being
advertised.
Morkunas said the fact people are spending more time online and
reading
more is linked to the increase in content on the Internet. She
said the
statistics also indicate users are becoming more comfortable with
the
technology.
"People are becoming more curious and they are becoming more
adept at
navigating around websites."
But the statistics on the viewing of banner ads (ads that are
included on
websites and invite surfers to click on them to find out about a
product,
company or service) indicate users are somewhat tired of the ads.
"I think people are burning out on banners or they are just
not interested in
what's being advertised," Morkunas said.
Morkunas said ads must take into account the target audience,
rather than
simply blanketing sites that get a lot of traffic.
Despite the figures, which suggest not even one per cent of
surfers who see
banner ads are drawn to click on them, Morkunas said even a
slight increase
would be considered a respectable return rate.
Two per cent is considered a good return in the industry, meaning
two per
cent of all the viewers who see a banner ad would click on it. By
contrast,
unsolicited (junk) mail flyers are considered successful if they
get a
five-per-cent return rate.
Morkunas told delegates businesses should consider Web surfers
priorities
when it comes to designing sites. According to a recent study by
Forrester
Research the top priorities are:
- High quality content, at 75 per cent.
- Ease of use, at 66 per cent.
- Quick to download, at 58 per cent.
- Updated frequently, at 54 per cent.
Morkunas said businesses must also consider the limitations of
technology
facing users.
She said if a site is too sophisticated and reliant on the latest
in technology,
some Internet users may not even have the hardware or software
that would
enable them to view it.
She said in website design, her company initially targets an
audience that
would have 2.0 versions of Internet browsers; meaning they are a
couple of
years behind current versions.
"I don't want to leave anybody at the door."
Last Updated: Friday 26 February 1999
NETWORKS
Gillian Shaw:
Canadians falling behind in e-commerce
The Vancouver Sun
Gillian Shaw, Sun Business Columnist Vancouver Sun
Despite having the cheapest Internet connections in the world and
a
population second only to the United States when it comes to the
number of
people per capita who are online, Canada has fallen woefully
behind the
competition in electronic commerce.
That was the message Monday from Brian Anderson, deputy
executive-director of Industry Canada's Pacific Region to 400
delegates at the
first of what is to be an annual New Media conference at the
University of
Victoria.
As a result of Canadian business lagging behind, this country
will become an
importer of e-commerce with its consumers having to carry out
their online
transactions with companies outside Canada, Anderson said.
"We don't want electronic commerce to became an import
business in
Canada, which at the moment it is tending to be."
Anderson said that by the end of this year, half of all Canadians
should have
access to the Internet, either through home, work or school.
"We are fast approaching the mass market threshold and that
should be of
considerable interest to marketers and communicators."
Compared with their neighbours south of the border, Canadian
business just
don't seem to care about the Internet as a tool for e-commerce
transactions.
Anderson said that while 18.5 per cent of Canadian firms use e-commerce,
a
whopping 50 per cent don't feel it will have a fundamental impact
on their
business and 64 per cent say they won't even consider getting
into
e-commerce.
By contrast, American businesses are flooding into the e-commerce
market.
In 1997, 12 per cent of U.S. companies engaged in e-commerce, but
by 1998,
that figure had risen to 40 per cent. Only 15 per cent of U.S.
businesses say
they don't expect e-commerce will be much of a factor in their
future.
"I can't understand why here in Canada we have such a
willingness to use the
Internet for communication, yet we're not going to the next step
which is to
put that communication to use and integrate it with business,"
Anderson said.
Financial services is one area where Canadians buck the trend,
carrying out
online banking and investment transactions at a rate that is
unprecedented in
the world, Anderson told the conference. In another area --
automotive
manufacturing -- by the end of this year companies that can't
carry out online
transactions won't be able to act as parts suppliers to an an
industry that has
become dominated by business-to-business e-commerce.
Anderson said that unless Canada embarks on an aggressive
strategy to
develop e-commerce, by 2002, that sector will have only grown to
$13 billion
from the $1 billion it was in 1997. If businesses here catch on
to e-commerce,
and catch up, by 2002, e-commerce could account for $33 billion
in Canada
or five per cent of the estimated e-commerce transactions around
the world.
"If you're in business, by the time you're watching somebody
else make
money at it, your competitive advantage has been washed away and
you're
forced to adopt a defensive business strategy," Anderson
said in an interview
after his speech.
In discussions with delegates, Anderson also blasted Canadian
banks for
making it financially difficult for retailers to set up shop
online.
"If you're a small-business guy and you want to get a
merchant account for
your online business, the banks will ask you for three to four
times the bond
they would ask of the guy who wants to set up a bricks and mortar
shop,"
Anderson said. "They are setting a threshold for a merchant
who does
e-commerce higher than it is for the guy who has a walk-in
business."
Last Updated: Friday 26 February 1999
NETWORKS
Gillian Shaw:
New media seek B.C. tax break
The Vancouver Sun
Gillian Shaw, Sun Business Columnist Vancouver Sun
VICTORIA -- The provincial government must expand its film tax
credit
program to new media if British Columbia companies are to compete
with
their counterparts in Ontario, Jane Green, executive director of
NewMedia
B.C. said Tuesday.
"We are asking the provincial government to level the
playing field with its next
budget by giving our industry an interactive digital tax credit,"
said Green, who
was a speaker at the University of Victoria's New Media 99, a
conference that
wrapped up Tuesday.
"We're looking at harmonizing the film incentive B.C. tax
credit with new
media."
Green said it's a move Ontario has already made and the
government there is
considering even greater tax credits.
"We are falling farther and farther behind Ontario, which
already has the tax
credit and the industry there is now lobbying to up the
percentage."
Green said her association, which represents 40 corporate members
in B.C.
and 1,000 individual members, has met with Finance Minister Joy
MacPhail
and Ian Waddell, minister responsible for small business, to
plead its case.
"Their reaction has been favourable. At least they are being
responsive. We're
hoping it will be implemented in the next budget."
NewMediaBC, which counts among its members Vancouver's Electronic
Arts
-- the No. 1 producer of video games in the world -- was launched
last May.
Green leaves today for Ottawa where she will meet with
representatives of
new media associations from other provinces to discuss the
formation of a
national industry association.
"There are definitely common issues among all of us,"
said Green, citing such
issues as undercapitalization and tax credits as examples.
Green told delegates at the conference that new media is
underestimated as
an industry.
"By the year 2000, the worldwide market for digital products
will reach $30
billion US," Green told the conference, which attracted 400
delegates from the
public and private sector and educational institutes. "By
the end of this year,
it will surpass cable and broadcast TV in revenues.
"The digital age has arrived."
NewMediaBC has commissioned a study of the industry in B.C. and
that is
expected to be ready within two weeks. Green said the study will
be the first
measure of new media in this province.
"We have a thriving industry here, but not a lot of people
know about it. We
have a small but vibrant industry. We have the potential to be a
self-sustaining, high growth, high employment industry."
The tax credit NewMedia is seeking would put the industry in line
with B.C.'s
film industry in which producers are eligible for a tax credits
for labour costs,
to encourage production here and training for workers in the
industry.