In all, 426 respondents completed the survey, yielding 380 usable responses. Due to
identical responses across all items, three questionnaires were deemed unusable.
A total of 15 students had no experience with retail web sites. Once this information
was confirmed, the survey ended for them. A total of 28 students had never received
microblog postings or e-mails from online e-tailers, excluding them, as well. About
42 percent of valid respondents had received microblog postings, while 58 percent had
received only e-mail communications. About 71 percent of respondents were female
(see Table I for other demographic information).