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Chapter 7 - Chapter 7 Consumer Behavior Online Consumers in...

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Chapter 7: Consumer Behavior Online Consumers in the 21 st Century o Less connected groups tend to be: Older Rural Less Money Lower Education Ethnic Minorities African Americans are less likely to be online. They are more likely to be on their phones. Childless o In 2009, 1.8 billion people had access to the Internet, 27% of the global population. o Top ten countries account for 38% of all users and adoption rates range from 7-77%. o Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the Internet. Technological Context o Broadband different than mobile device or 56K modem. o The typical U.S. home has 26 different electronic devices for media and communication. Social and Cultural Contexts o The cornerstones for attracting customers online: Reputation Relevance Engagement o Social /cultural trends affecting online exchanges: CCS (Customer Contact Strategy) Multi-Tasking Convergence of Online Activity Consumer is in Charge
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