LONDON -- May 27, 1998 -- A new survey released today reveals that 13% of the UK's adult population (5.9 million Britons) have surfed the Web, more than double the number of visitors to the World Wide Web in 1996. The internetTrak survey was commissioned by Ziff-Davis (NYSE: ZD), KPMG and Yahoo! and conducted by NOP in the first quarter of 1998. internetTrak also found that 23% (10.3 million) of the UK population have accessed the Internet; this higher figure reveals people whose current use of the Internet is limited to communication (e-mail).

NOP conducted 9000 European interviews to find out about usage of the World Wide Web. In the UK a nationally representative sample of 3,004 UK adults over 18 were interviewed. Selected using random digit dialing, interviewees were asked demographic and lifestyle questions. 401 Web users were surveyed in depth. The survey was also conducted simultaneously in France and Germany as well as in the UK and parallels can also be drawn with a similar study conducted in the US by Ziff-Davis/Roper Starch every quarter since Q2 1996.

The research confirms that the Internet has had considerable impact on the buying process for a vast array of products. E-Commerce is now firmly established as a buying channel with 26% (1.3 million) of WWW visitors having at some time purchased a product or service over the web. 2.4 million expect to spend more money via the Internet in the next year than last year. 2 million Britons have used the web for product research before going on to make a purchase both online and through more traditional methods. Nick Smith, KPMG comments, "While European consumers are not yet using the Web as frequently as in the USA to purchase directly, significant and rapidly growing numbers are sourcing information about the goods they wish to buy, before obtaining them from a retail or mail order outlet, as well as online. This shows that using the Web for making purchasing decisions and even buying products online is no longer the preserve of the web aristocracy. Normal people are going to web sites to check out a vast range of products from books and PCs to flowers and cars."

internetTrak confirms the affluent, upscale profile of Web users:

• 46% have a household income of £25,000 or more
• 56% are aged between 25-44
• 48% have a degree or post-graduate qualification
• 44% of web users own stocks and shares
• 70% own their home or have a mortgage
• They have taken an average of 4 flights in the last 12 months
• 39% live in households with children
• 63% are married or living with a partner

The increasing number of women taking up the Web is one of the more striking aspects of the Web user profile revealed in the internetTrak research. 31% of Web users in the UK are now female. This compares to 42% in the US (fourth quarter 1997).

The two principal factors that have drawn users to the Web for the first time are curiosity (48%) and wanting information (48%). Once they have had that first experience of the WWW they are hooked. 65% of Web users (3.8 million Britons) access the WWW weekly, 50% access the Web as a resource tool for work, 38% to find out about PCs/PC products and 37% for travel information. 70% of WWW users learn about Websites from search engines/directories. Of these, 90% (3.7 million) use Yahoo!, 60% use Alta Vista, and 49% use Infoseek. Users’ exploration of the Web is further aided by articles in computer magazines (46%) and advertisements on the WWW itself (46%). Lisbet Tolson, European Director of Marketing Services, Ziff-Davis UK, comments on the synergy between Web use and time spent with computer related media, "We are often asked whether the rising tide in Web use heralds the end of other media. The answer is revealed in Web users' interest in computer related information - an interest that is actually fueling greater levels of synergy between Web use and time spent with computer publications. What is bourne out by internetTrak is that a fifth of Britons embracing the Web are watching less TV."

Of those interviewed in the survey who were not on the WWW, 1.7 million adults say they are very likely to use the Internet in the next 6 months. 81% expressed the desire to learn the relevant skills before exploring the Web. Iain Osborne, Marketing Director Europe, Yahoo! comments, "What makes this particularly interesting is that almost two thirds of those using the WWW are self-taught. Although manuals and training are used by some, much is learnt via word of mouth from more experienced Web users. The evidence that many users are exploring alone and the lack of any formal instruction, both underline the importance of a user-friendly and intuitive interface."

About Ziff-Davis

Ziff-Davis (NYSE: ZD) is a leading integrated media and marketing company focused on computing and Internet-related technology, with principal platforms in print publishing, trade shows and conferences, online content, market research and education. The Company provides global technology companies with marketing strategies for reaching key decision-makers. In the UK Ziff-Davis publishes PC Magazine, PC Direct, PC Gaming World and the news weekly for senior IT professionals, IT Week. Ziff-Davis also boasts the UK's largest computing-specific web site, ZDNet UK which recently announced an ABC Electronic audit of 2 million.

About Yahoo!

Yahoo! Inc. (NASDAQ:YHOO) is a global Internet media company that offers a network of branded Web programming that serves millions of users daily. As the first online navigational guide to the Web, www.yahoo.com is the single largest guide in terms of traffic, advertising, household and business user reach, and is one of the most recognised brands associated with the Internet. Yahoo! provides the targeted Internet resources and communications services for a broad range of audiences based on demographic, key-subject and geographic interests. Yahoo! Inc. is headquartered in Santa Clara, California, and has European offices in London, Paris, Munich, Stockholm and Milan.

KPMG is one of the leading global business advisers, with offices in 155 countries, and fee income at over US$9bn. In the UK, the firm has 569 partners and over 6,000 professional staff and reported a fee income of over £659m in 1997. KPMG's Information, Communications & Entertainment (ICE) practice has developed outstanding knowledge of the sector, and provides a complete range of services to facilitate change and growth among ICE businesses. Worldwide, the ICE practice comprises over 3,000 dedicated professionals with audit, due diligence, tax, management consultancy and corporate finance expertise.

FOR FURTHER INFORMATION PLEASE CONTACT:

Belinda Raynes, Ziff-Davis on 0171-903-6810/ belinda_raynes@zd.com

Kate Rider, Yahoo! on 0171-664-0428/ kater@yahoo-inc.com

Philip Smith, KPMG on 0171-311-5814/ philip.mr.smith@kpmg.co.uk