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February 14, 2003 Tenure, Peer Groups, and Market DevelopmentWhat Drives Consumer Adoption?by Vipul Patel with David Card |
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Executive Summary
This report examines the impact of tenure on the adoption of various online activities, looking specifically at how the effect of tenure compares and interacts with other factors, including peer group and market development. It also examines activities more likely to be impacted by these influences. The analysis described in this report required a mock longitudinal survey, stitched together from previous Jupiter benchmarking surveys. The survey details can be found in the methodology section at the end of this report.
Key Questions
- How important is the impact of tenure on online activity adoption?
- Which other time-based factors affect adoption?
- Which patterns best fit particular types of online activities?
This is an excerpt
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