The Internet Habits of University Students in Spain and the USA

Abstract

The Internet is a worldwide phenomenon which is transforming education, research, entertainment and commerce. The researchers sought to ascertain the length of time 882 university students from the United States and Spain spent on the Internet, where the Internet was accessed, the students’ favorite sites, how often these sites were visited, what was purchased, and the reasons for shopping online. The results were compared between the two countries and between genders. While there were many commonalities, a number of weak, but statistically significant differences emerged. Conclusions and implications for marketers are also discussed.