How new and different are consumers in the digital marketplace?

Jochen Hansen

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 systems and the most important government ministries – like the outbreak of the 'I Love You' virus in May 2000 – we are all inescapably confronted with the extent of digital networking in contemporary society. Yet when it comes to the actual volume of digitally linked activities, even experts have at times been known to disseminate wildly different findings. For example, in a recent special...

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