Bellcore identifies the interactive marketplace; Bellcore-commissioned independent national consumer survey defines on-line interactivity of population segments by "Technography".

DALLAS--(BUSINESS WIRE)--June 25, 1996--Time is precious and interactivity is very important, say 40 percent of consumers surveyed who stated that they need to find information fast and don't have time to make a lot of phone calls to get the answers.

Ninety-three percent of the high-tech adept would like to be able to renew their drivers license, register their vehicles and register to vote electronically. Seventy-five percent of consumers are interested in interactive educational services, as opposed to games or shopping services.

These are findings of an independent national consumer survey commissioned by Bellcore, the telecommunications software, engineering and consulting company.

The results were announced today at a press conference held at SUPERCOMM '96 in Dallas, where Bellcore rolled out new services and software solutions for network design, protection and profit.

"We found this survey to have far reaching implications because it identifies a population's actual behavior as well as their attitudes towards interactive services," said Janilee Johnson, Bellcore Vice President of Public Affairs, Promotions and Advertising. "Bellcore is using this information to develop new software and services, which will enable our customers to meet both the immediate and future needs of these consumers."

The telephone survey, which was conducted by an independent research organization, involved 2,140 consumers in households with incomes of $25K or more. Results identified seven market segments by technological adeptness.

"Each of these segments is unique in both their demographics and their interactive habits," Johnson said. "We coined the term 'Technography' to identify the study of the technological marketplace and to classify these market segments by their different interactive needs."

The segments and a sampling of what they are seeking include:

Information Seekers (22%) -- "87% express high interest in all on-line services"

Information seekers, who comprise 22% of the market are an

untapped segment for interactive services. They're young,

well-educated and, while only 40% have computers, an additional

30% intend to purchase a computer within the year. Of the 13

on-line services mentioned in the survey, at least 1/5 -- and

quite often more -- of the Information Seekers were extremely

interested in every service.

Home-Centered Women (12%) -- "An untapped resource for educational and cultural services" "Home schooling more important than home shopping"

12% of those surveyed comprise a category of Home-Centered

women. While 60% of these women had computers, few were

on-line. However, a majority expressed high interest in any

service dealing with education. Interactive services can be

their link to higher education.

High Tech Affluent (7%) -- "Baby Boomers buy into on-line"

While only comprising 7% of the respondents, this group is the

most interactively literate and most likely to use the services

available. They're interactively savvy and have the resources

to take advantage of all services.

Web Browsers (10%) -- "On the Web and ready to buy"

This segment is a prime candidate for interactive services with

100% having computers, modems and are on-line. Ranging in age

from 25 to 55, members of this group are largely employed in

professional and managerial/administrative positions. They're

well educated and well-off.

Not Yet On-Line (17%) -- "An interactive market in waiting"

100% have computers; 70% have modems and, although none are yet

on-line, they express high interest in six of the 13 interactive

services and -- at 80% -- rate second among the market segments

in high interest. Their larger and older families may be the

driver to get this financially well-off segment on-line.

High Tech/Low Interest (10%) -- "Computer owners but low interest in interactivity"

While 100% have computers, and 52% have modems, none are yet

on-line. This segment is ready for interactivity, but needs a

reason to purchase an on-line service.

Low Tech, Low Interest (21%) -- "Gray Americans reluctant to move into the interactive age"

This group, of which 40% are over age 55, has low potential for

interactive services.

The technological qualifications of each survey respondent were determined by their use of a home computer, modem, CD-ROM and/or cellular phone. Other qualifiers included whether they had home access to the Internet and the World Wide Web and whether they subscribed to an on-line service. Of those households surveyed, almost 100% have a phone; nearly 37% have more than one phone line; 62% have computers; 39% have modems; and 81% have cable.

"The research indicated that, for many consumers, interactive services were very important," Johnson said. "Forty percent of those surveyed stated that they need to find information fast and don't have time to make a lot of phone calls to get the answers."

Consumers were also extremely interested in future electronic services for education, travel planning, interactive banking, and interactive television. Of those surveyed who are interested in electronic communications, 93% would like to be able to renew their drivers license, register their auto and/or register to vote electronically, and 70% would like to pay bills electronically.

For more information about Bellcore Professional Services and Software Systems for telecommunications and information network providers, call 1-800 521-CORE (U.S. and Canada), or [phone] (in all other countries), or visit Bellcore on the World Wide Web: http://www.bellcore.com.

Headquartered in Morristown, N.J., Bellcore is a leading provider of communications software and consulting services based on world-class research. Bellcore creates the business solutions that make information technology work for telecommunications carriers, businesses and governments worldwide. Bellcore has sales offices throughout the U.S. and in London and in Hong Kong.

CONTACT: Barbara Kaufman, 201/829-2178 or

John Peppas, 201/829-2173