© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Internet Reaches Maturity: 1996-20087-7 Nhomakorabea
Exhibit 7.1
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Justin
Consumers in the
7-5
st 21
Century

71% of U.S. consumers use the internet; the other 29% can be characterized as: Net evaders Net dropouts Truly unconnected Intermittent users
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Consumers in the
7-6
st 21
Century, cont.
In 2007, 1.4 billion people had access to the internet, 19% of the global population. Ten countries account for 53% of all global users and adoption rates range from 69-88%. Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the internet.

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The Customer’s Story
7-3

A typical one-hour adventure in the life of a 25-yearold professional male, Justin: Tunes his iPod to the latest Diggnation podcast while his TV is tuned to a soccer game and his cell phone and PC are within reach. Picks up his computer to find a blog mentioned during the podcast, sees a video on the blog, and texts a friend about the video.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Technological Context
7-10



50% of online Americans connect to the internet at home with a broadband connection. Broadband users enjoy more multimedia games, music, and entertainment than do those accessing from a mobile device or 56K (dial-up) modem. The typical U.S. home has 26 different electronic devices for media and communication.
7-9
Technological, Social/Cultural and Legal Context
Outcomes Connect Enjoy Learn Trade
Individual Characteristics Resources
Internet Exchange
Marketing Stimuli
7-1
E-MARKETING 5/E
JUDY STRAUSS AND RAYMOND FROST
Chapter 7: Consumer Behavior Online
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 7 Objectives

Exchange occurs within the following contexts:
Technological Social/cultural Legal
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The Online Exchange Process
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Social and Cultural Contexts
7-12


One of the most important social trends is that consumers trust each other more than they trust advertising or companies online. Social/cultural trends have a huge effect on online exchanges. Sophisticated consumers. Information overload overwhelms consumers. Multitasking speeds up normal processes and lowers attention to each task.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Social and Cultural Contexts, cont.
7-13
Home
and work boundaries are dissolving. Consumers seek convenience and have high expectations regarding customer service. Consumers cannot do without internet access: “online oxygen.” Self-service is required. Privacy and data security are paramount. Online crime worries consumers.
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Consumer Resources
7-16
Consumers perceive value as benefits minus costs. These costs constitute a consumer’s resources for exchange: Money Time Energy Psychic costs
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The Customer’s Story, cont.
7-4


searches for the video title on Google and finds a job posting on Vimeo, an online videoposting site. He posts a link to the video and Vimeo site on his Twitter stream. Justin is the new consumer: a multitasker interested in the social media. How can a marketer capture dollars from these behaviors?
Consumers
spend an average of 1.5 hours online daily.
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Media Use on an Average Day
7-11

Exhibit 7.3
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Legal Context
7-14



Despite piracy laws, illegally used software abounds. In spite of the Can-Spam law, the number of unsolicited emails has increased. However, when the recording industry sued thousands of illegal music file downloaders, consumer behavior changed.