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E-Marketing Week 2

E-Marketing Week 2. Internet User Characteristics and Behaviour. Objectives. Discuss general statistics about the Internet population. Describe the Internet exchange process and the technological, social/cultural and legal context in which consumers participate in this process.

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E-Marketing Week 2

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  1. E-MarketingWeek 2

    Internet User Characteristics and Behaviour
  2. Objectives Discuss general statistics about the Internet population. Describe the Internet exchange process and the technological, social/cultural and legalcontext in which consumers participate in this process. Outline the broad individual characteristics and consumer resources that consumers bring to the online exchange. Highlight the four main categories of outcomes that consumers seek from online exchanges.
  3. The Customer’s Story A typical one-hour adventure in the life of a 25-year-old professional, Justin: Listens to a podcast on his mobile phone while his TV is tuned to a soccer game and his PC is 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.
  4. The Customer’s Story, cont. Justin searches for the video title on Google and finds a job posting on Vimeo, an online video-posting site. He posts a link to the video and Vimeo site to his Twitter stream. Justin is the new consumer: a multitasker attending to different media simultaneously. How can a marketer capture dollars from these behaviors?
  5. Consumers in the 21st Century 76% of U.S. consumers use the Internet. Less connected groups tend to be: Older Less educated In ethnic minority groups Childless Rural Lower income
  6. Consumers in the 21st Century, cont. In 2013, 39% of the global population had access to the Internet, roughly 2.7billion ppl out of 7.1billion ppl. Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the Internet.
  7. Internet Reaches Maturity: 1995-2010
  8. The Internet Exchange Process Exchange is a basic marketing concept. It refers to the act of obtaining a desired object by offering something in return. Exchange occurs within the following contexts: Technological Social/cultural Legal
  9. The Online Exchange Process
  10. Technological Context 70% of online Americans connect to the Internet at home with broadband. Broadband users enjoy more multimedia games, music, and entertainment than do those accessing from a mobile device or 56K modem. The typical U.S. home has 26 different electronic devices for media and communication.
  11. U.S. Daily Media Use
  12. 7-13 Social and Cultural Contexts The cornerstones for attracting customers online: Reputation Relevance Engagement
  13. Engaging Customers
  14. Legal Context 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 illegal music file downloaders, consumer behavior changed. In 2002, 37% of online consumers shared music files. Only 23% shared files in 2004.
  15. Individual Characteristics & Resources Individual characteristics affect Internet use. Demographics such as age, income, education, ethnicity, and gender. Attitudes toward technology. Online skill and experience. Goal orientation.
  16. Consumer Resources Consumers perceive value as benefits minus costs. These costs constitute a consumer’s resources for exchange: Monetary cost Time cost Energy and psychic costs
  17. 7-18 U.S. Combined Home/Work internet usage
  18. Exchange Outcomes There are 5 basic things that people do online: Connect Create Enjoy Learn Trade Each is ripe with marketing opportunity.
  19. Connecting Online in the U.S.
  20. Creating & Uploading Content in the U.S.
  21. Entertainment Online in the U.S.
  22. Top 10 Search Terms for 2013 From Google: NelsonMandela PaulWalker iPhone 5S CoryMonteith HarlemShake BostonMarathon RoyalBaby SamsungGalaxy S4 PlayStation 4 NorthKorea
  23. Learning and Getting Information
  24. Trading Online in the U.S.
  25. What about south east asia? Malaysia, Indonesia, Philippines, Singapore
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