chapter 7 learning objectives identify the key features of internet audience discuss basic concepts consumer behavior and purchasing decisions understand how consumers behave online describe marketing needed to main technologies that support e commerce branding strategies explain market research is conducted number users in united states around 170 million mid 2001 expected 215 2005 rate growth has begun slow intensity scope use both increasing 56 adult logging on a typical day demographics access some demographic groups have much high percentage different patterns usage exist across ethnicity variation ethnic not as wide age 57 white 47 hispanic 43 african american hispanics americans going at higher rates education 82 individuals with college degree 39 school less gender men accounted for majority
