Back to the Press Release Page
ATLANTA, Ga., August 25, 1996 -- Elrick and Lavidge, an Atlanta-based full service marketing research company, and MindSpring (Nasdaq/NM:MSPG), an Atlanta-based Internet service provider, conducted an Internet survey via MindSpring's web page measuring how the Atlanta Internet community viewed the Centennial Olympics. A series of questions asked before, during and after the 1996 Olympics measured how Atlantans viewed such challenges as traffic, dining out, and the image of Atlanta.
There were over 4,000 responses to the three surveys. Of these, 3,454 responses were from people who work in the metro Atlanta area. Following are summarized results from those 3,454 responses:
Excitement about the Olympics started out high and then increased. In the first survey, 73.7% of respondents were either somewhat or very excited about the Olympics coming to Atlanta. During the games this number rose to 86.3%
Following the Games, 94.8% of respondents thought that they went either somewhat or very well. Only 1.1% of respondents had negative opinions about the Olympic Games.
In contrast to the disappointing turnout from out of town visitors, restaurants apparently fared well among Atlanta Internet users. Once the Games were under way, people who had expected to be homebodies for the duration actually ate out more often than normal. Prior to the games, 55.2% of respondents expected to eat out either less often than normal or not at all. During and after the Games, 71.5% reported actually eating out as often or more often than usual. Following the games, 16.4% said that they had eaten out more often than usual.
While most Atlantans expected their city to put its best foot forward, they were even more pleased once the Games were underway and even more so in retrospect. Prior to the Games, 76.9% expected the image that Atlanta presented to the world would be somewhat or very positive. During the games this number climbed to 82% and in the week following the Games, to 86.9%. The number of participants expecting a negative image decreased from 15.6% before the games began to 12.3% over the course of the proceedings, all the way down to 8.8% after the events were concluded.
The unfortunate occurrence of the Centennial Olympic Park bombing might be expected to have had an impact on Atlantans' perception of the city's image. There was such an effect, but it was fleeting. During the first four days of the Games Atlantans' "very positive" opinions of their city's image increased steadily from 24.3% to 44.7%. On the day following the bombing this number dropped back to 31.5%. These people did not necessarily form negative expectations however, as the percentage of respondents viewing the city as having a "somewhat positive" image climbed from 26.3% to 48.6% between Friday and Saturday. By Sunday respondents views of Atlanta's image exceeded their previous positions with 88.8% saying that Atlanta was presenting a positive image to the world.
One of the major surprises of the Atlanta Olympic experience was the lack of major traffic problems. Over 66% of respondents expected their work commute to be at least somewhat longer if not gridlocked. During the Olympics 56.3% actually experienced a shorter commute each day. This was reflected by the 89.7% of respondents who, after the Games, said that traffic had been either lighter or much lighter than normal.
The Atlanta Internet community proved itself to be quite flexible in adapting to the presence of the Olympics. This was especially evident in the changing work plans and schedule of the respondents to this survey. The Atlanta Internet community spent less time than expected working from home and became much more flexible in terms of hours, work location and taking time off to enjoy the events.
Detailed, graphical results can be found on MindSpring's home page located at http://www.mindspring.com/ or on the Elrick and Lavidge home page located at http://www.elavidge.com/.
The survey was conducted in three phases The first phase was conducted over four days between July 15 and July 18. The second phase covered the period of the games from July 19 through August 6. The third and final phase covered nine days after the games from August 7 through August 15.
The survey results are based on a self selected sample of Internet users residing and working in the Atlanta area. The results are nonscientific and designed to be used for entertainment purposes only. The surveys are intended to be representative of the Atlanta area Internet community rather than metropolitan Atlanta as a whole.
For over 50 years, Elrick and Lavidge has been one of the top 20 full-service marketing research firms in the United States. Elrick and Lavidge is based in Atlanta with key offices in New York, Chicago, Dallas, San Francisco, Cincinnati and Kansas City. The Elrick and Lavidge home page is located at http://www.elavidge.com/.
MindSpring is a leading Internet service provider. The company focuses on delivering outstanding service and support to its customers. By following its core values and beliefs, MindSpring aims to do an exceptional job of serving its customers, its employees, its owners, and its community.
MindSpring subscribers can browse the World Wide Web, send electronic mail, and access over 20,000 newsgroups. Currently, MindSpring provides service in Alabama, Florida, Georgia, Kentucky, Maryland, North Carolina, South Carolina, Tennessee, Virginia, and Washington DC. MindSpring recently announced plans to acquire PSINet's nationwide individual subscriber base, which will expand MindSpring's coverage to cities throughout the United States. To learn more about MindSpring and its services, visit the web site at www.mindspring.com, or call the company at 800-719-4332.
Back to the Press Release Page
For information and support, send email to MindSpring