These new eSubstance's findings confirm that content, rather than flashy graphics and colourful designs, is the crucial factor in encouraging customers to part with their pound over the Internet. Recognising this, Jeffrey O'Rourke, Chief Executive of eSubstance, has noted that, "It's clear that Internet users have ever greater expectations from websites. The best sites offer much more than an online shopping catalogue-they also provide substantial editorial that is compelling enough in its own right to attract customers and keep them coming back. Businesses need to ensure that their sites offer consumers distinctive and reliable content to help drive e-commerce."

Other key findings from the eSubstance survey include the following:

• More than 60% of users say that reliable content would positively influence their decision to visit or bookmark a website.
  
• Books are more likely to be seen as trustworthy sources of information than newspapers or the Internet. The majority (56%) see books as most trustworthy, followed by 16% who rate newspapers and just 9% websites.
  
• The emphasis on books as more trustworthy is more pronounced among women.
  
• Content and information are particularly important for those aged 25-54, compared with both the younger and older public.