Online usage: from alternative medium to mainstream choice

Ellen A Romer and Harry LaRacuente

Describes the development of the Internet in the USA, and how online usage has become routine for nearly a quarter of U.S.

Online usage: from alternative medium to mainstream choice

Harry LaRacuente and Ellen A Romer, Simmons, describe the way in which online usage has become routine for nearly a quarter of US adults, and outline the implications for the rest of the world

Ellen A. Romer and Harry LaRacuente

International marketers generally see the United States as the most developed market worldwide for products and services. One area where this is especially true is the fervour with which online and Internet usage is being adopted by US consumers. The US experience may serve as a test market, highlighting the...

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