The benefits and costs of web surfing

Abstract

Although the Web audience is growing exponentially, little research has explored the benefits that the audience derives from their use of the Web. This study took a cost‐benefit approach to exploring the specific benefits and opportunity costs associated with World Wide Web use. We hypothesized that greater benefits coupled with fewer opportunity costs (e.g., computer and Internet access, computer expertise, connection speed, effort, and multimedia) would have an impact on the amount of time people spend on the Web and the value they attach to their Web use. We conducted a Web‐based survey of 250 students enrolled at two “wired” universities who were required to use the Web for coursework. The results revealed that Learning was the most salient benefit of the Web, followed by Pass Time and Entertainment. We found some support for the impact of opportunity costs on Web use. Stronger support was found for the impact of benefits and costs on Web surfing value. We also found that Entertainment and sports Web sites were the ones most likely to be linked to beneficial Web use. The discussion relates the results of the study to speculations about the future of the Web audience and the impact of reduced opportunity costs on Web use.

Key concepts:

• World Wide Web (WWW)
• satisfaction
• cost‐benefit analysis
• internet use
• uses and gratifications