Report

September 2002

Emotive Networks Connect Consumers

Rebecca Jennings 		While consumer firms try to attract users to brand sites, consumers prefer to connect in Emotive Networks. Brands and media must accept and learn from these -- or lose emotional touch with their audiences.
by Rebecca Jennings with Jaap Favier, Ioanna Stagia, Terri Wills

MARKET OVERVIEW
  • New combinations of content and technology enable advanced personal communication.
  • Consumers prefer to make their own connections online.
ANALYSIS
  • Emotional networks experience rapid growth.
  • Technology advances accelerate adoption.
  • Firms should use personas to reposition brands in Emotive Networks.
WHAT IT MEANS
  • The Web becomes more female-friendly.
 
Figures & Data
  • Figure 1.  Millions Of Consumers Already Connect Via The Web
  • Figure 2.  Consumers, Content, And Technology Drive Emotive Networks
  • Figure 3.  Future Technology Accelerates Emotive Network Adoption
   
RELATED MATERIAL 
  • Methodology
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • It's alive, I tell you, alive!
  • Please, make them stop . . .
  • Robocop lives (well, sort of).
  • Sorry, have we met?

 

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