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	June 24, 2004 Marketers: Wake Up To Emotive Network Users by Rebecca Jennings with Jaap Favier, Iris Cremers

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Executive Summary

Emotive Network activities — online activities that involve users connecting with others in mutual interest or support — now involve more than 60% of online Europeans. These Emotive Network users are an attractive group for marketers and retailers: They are the online users with most experience, are very active online, and are willing to spend on the Net. To reach them, advertisers must research how their behavior influences their product purchasing decisions and weave these influences into their marketing to ensure consumers feel empowered and informed throughout the purchase and consumption process.

This is an excerpt