Online market research has found its niche as respondents and clients alike discover the inherent advantages the Internet offers. As a result, the online market research community is flourishing. The newsletter Inside Research reports that less than $3 million was spent in the United States in 1996 on online research. The same publication says that in 2001, that number had soared to more than $500 million. The move to online research is attributable to the methodology's promise of speed and, in some cases, reduced costs. General Mills, for example, has stated that using online methods reduces survey time by as much as two-thirds and saves an average of 50 percent over traditional methods. The growth of Web-based research has spawned new subject matter for testing, including Web site effectiveness and audience demographics; and the effectiveness of online advertising. At the same time, many traditional research activities have moved online such as qualitative research, concept testing, and consumer satisfaction studies.