The survey was conducted between February and April, 1997. Of those who are currently using the Internet, 27% said they had made an online purchase in the past 12 months. Thirty-nine percent of those purchasers bought a product or service after clicking on an advertisement. Overall, 36% of all Internet users have clicked on an online ad.
Estimates show that there are roughly 31 million American adults on the Internet. Given the above survey figures, that would equate to roughly 8.5 million Americans who purchased something over the Internet in the past year.
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