We know very little about what explains inequality in the know-how or competence needed to find information on-line. While basic access to the medium is increasing, evolution in Web site construction and continual growth in the volume of information flooding the market requires more skills for efficient use of the medium. Many sites use flashy and glitzy technology without sufficient attention to human factors, rendering many sites inaccessible to all but the savviest of users with the latest hardware and software and sophisticated know-how about Web navigation. Moreover, limitations in search technology – most search engines index no more than a small percentage of all content online (Lawrence and Giles 1999) – make many sites difficult to find for the average user. In-depth studies of how people locate content online are necessary to understand how different people use the Web differently (Hargittai 2000b).