Sep 23, 2004 11:00 AM, PROMO Xtra

Most consumers can't live without the Internet for more than five days.

That's one conclusion of Yahoo, Inc.'s Internet Deprivation Study released this week. The study, conducted by Yahoo and OMD, asked 28 consumers in 13 households to stay offline for two weeks and keep video and written diaries about the experience.

All participants suffered withdrawal and frustration. They said they felt "left out of the loop" and had to "resist temptation" to go online, Yahoo said. The median time that participants could stand being offline: five days.

Participants often forgot or didn't feel like using "old-fashioned tools" like the phone book, newspapers and telephone-based customer service, reported Sunnyvale, CA-based Yahoo.

"It was incredibly difficult to recruit participants for this study, as people weren't willing to be without the Internet for two weeks," said Yahoo chief sales officer Wenda Harris Millard in a statement.

About 75% of 1,000 respondents to a related survey said that Internet access gives them an advantage over offline consumers because of lower prices, quicker service and more convenience.

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info