Persuasive Technology Lab captology.stanford.edu More about the Surveys • Online survey assessing ~50 items • Responses represent “pure interpretation” – As opposed to contextualized interpretation (more on this in the next section) Sample online questionnaire Demographics of respondents 1999 Study (n=1409) 2002 Study (n=1649) Age (mean) 32.6 years 35.5 years Gender 56% male, 44% female 55% male, 45% female Country 59% Finland, 41% U.S. 57% Finland, 33% U.S., 10% other Education Level (median) College graduate College graduate Income (median) $40,000-$59,999 $40,000-$59,999 Years on the Internet 4-5 years > 5 years (median) Number of purchases online 1-5 purchases > 5 purchases (median) Number of hours spent 13.5 hours 14.4 hours online a week (mean) #34 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.