Will the digital marketplace redefine consumer lifestyles? Does networking improve the quality of our lives? What is the overall trend when it comes to internet usage - and what trends can be observed with respect to specific sites and services? In particular, how is online shopping developing, which advantages and obstacles will have a decisive impact on the future trend? The paper addresses these questions, along with an examination of the demographic and typological characteristics of online target groups and their sometimes-surprising consumption patterns.
How New And Different Are Consumers In The Digital Marketplace?
Jochen HansenInstitut für Demoskopie Allensbach, Germany
INTRODUCTION
When a single computer virus can seriously cripple the workings of major international companies, the media, traffic...
