Yankee studies spam

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34% of online households in America say they are bothered by unsolicited e-mail, according to InteractiveConsumer97, a recently released study by the Yankee Group, Boston. Households that have been online for more than a year were 25% more likely to be very annoyed by these direct marketing efforts and AOL users were 33% more likely to be very annoyed by spam than their counterparts using other ISPs. These numbers are all lower than the 86% of respondents who said they were bothered by telemarketing and higher than the 13% who said they were annoyed by direct mail.

The study also found that customers of Microsoft Corp.'s MSN were from 30% to 56% more likely to offer personal information about themselves in exchange for coupons, frequent-flier miles, or other incentives than those who access the Internet through other providers. The survey is conducted annually among roughly 2,000 PC households.

Yankee also released their projection of $800 million in online sales for this year's holiday season.

Copyright December 1997, Crain Communications Inc.

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