Bullish on technology - September '96 readers' poll reveals widespread plans to expand e-mail, Internet and on-line services - Brief Article

Nation's Business, Nov, 1996

Most small businesses will significantly increase their use of advanced communications technology in the coming year to serve customers better, according to results of a recent poll by Nation's Business.

Results of the Where I Stand poll in the September issue indicate that many respondents plan to increase the* use of electronic mail and on-line services or the Internet within the next 12 months.

In indicating plans to increase use of technology, nearly two-thirds cited a desire to offer new services or improve current services to customers. Respondents also expect to provide more toll-free telephone support and to increase their use of cellular phones and videoconferencing.

The poll also indicated, however, that many respondents are discouraged from moving ahead with new technologies; half cited cost for their reluctance, and about one-fourth cited complexity.

Two-thirds of all respondents said new laws are needed to protect individual privacy and the security of electronically transmitted information.

Here are the complete results:

Questions And Answers

Which technologies do you currently use in your business? (Note all that apply.) Cellular phone 78% E-mail 54 Toll-free number for customer support 53 On-line services or the Internet 27% Videoconferencing 2

Which technologies do you plan to add in the next 12 months? (Note all that apply.) Cellular phone 13% E-mail 31 Toll-free number for customer service 17 On-line services or the Internet 45% Videoconferencing 12

What usually is your main reason for adopting a new technology? To provide new services 26% To reduce costs 19 To increase employees' productivity 19% To improve service to customers 36

What usually is the primary factor that dissuades you from adopting a new technology? Complexity 29% Cost 51 Fear of obsolescence 4 Privacy and security concerns 7% Need for more information 9

Which of the following services or products do you believe can provide adequate privacy protection and information security? (Note all that apply.) The public telephone network 32% On-line services 12 The Internet 9 Private company networks 36% Encryption software 49

Are new laws needed to protect individual privacy and provide security of information transmitted electronically? Yes 66% No 34%

Are new laws needed to protect copyrighted material and other intellectual property transmitted electronically? Yes 63% No 37%