Why Read This
Consumers enjoy an increasingly broad range of activities when online, yet the number of applications used by a majority of online consumers is very small: 94% use email and 54% research products for purchase. Communications comprise the most popular activities and appeal to a broad range of consumers, whereas the next most popular category, commerce, appeals primarily to Early Adopters. Photo-related activities are more popular than music and video online, yet they are more exclusive because nearly half of online photo enthusiasts don't engage with audio and video online.
Tags: B2C eCommerce, Benchmarks, Consumer Electronics & Technology, Consumer Retail & CPG, Customer Experience Management, Digital Marketing, eCommerce, eCommerce Adoption, Marketing & Strategy, Media & Entertainment, Online Shopping, Retail, Social Computing, User-Generated Content, Web 2.0