Decoding Digital Needs: In Search of the Hub Consumers
Ana Patrícia SequeiraTNS Research International, Brazil
Trixie CartwrightTNS Latin America
INTRODUCTION
With the increasing importance of the Internet in everyday life more and more brands are using the Internet to connect with consumers, highlighting a growing need to understand the factors that contribute towards successful digital interactions.
This research was set up in order to explore the digital involvement of Internet users, through identifying the type of activities carried out online and the intensity of Internet use. Furthermore a deeper understanding of consumer needs in the digital world can...