In summary, online shoppers can differ from offline shoppers in terms of profiles. Online
shoppers tend to be younger, wealthier, better educated, have higher ‘computer literacy’ and
more disposable income. However, perhaps as the Internet becomes a more mainstream
shopping channel the differences in consumer profiles will not be so marked as wider sectors
of the world at large are able to gain access to digital channels. The next part of this section
explores the expectations and motivations of online consumers (see also Activity 10.1).CHAPTER 10· BUSINESS-TO-CONSUMER INTERNET MARKETINGTable 10.3Profile variables and the potential digital impact on target marketsProfile variable Digital impact
Age Age can affect levels of access to technology, computer literacy, and
eventually, the extent to which individuals use the Internet as part of their
shopping routines. Age can also be linked to where people live and again
affect the potential size of the online market; for instance if selling goods and
services to China, the majority of online users are under 35.
Household size Household size has the potential to affect the number of people involved in
purchasing decisions and the direction of influence. For example, research
has shown that in Europe children and teenagers can have a strong
influence on purchasing based on their levels of computing competency.
Household type Household type has the potential to affect product and service requirements;
major shifts towards single person households in the UK (11% increase
since 1971 to 29%) has led to a shift in purchasing patterns and times of
purchasing. Online, such households can create logistical difficulties when
delivering bulky and perishable goods (see Mini Case Study 10.1 for further
discussion).
Income Income affects primarily purchasing power, but also lifestyles and individual
expectations of quality and levels of service will vary.
Gender Generally, Internet populations still have a slight male bias which potentially
affects the likelihood of being online and level of computing skills.
Ethnicity Ethnicity affects access to technology and economic circumstances.
Employment status Employment places time constraints on online shopping behaviour, i.e. when
and work patterns individuals can access online shopping channels.
Mobility Mobility affects channel access; less mobile targets may be encouraged to
shop online. This also applies to macro-populations, which are poorly served
by public and private transport.Whether on- or offline, consumers are individuals who buy products or services for personal consumption.
It is important to remember, there is not a straightforward answer to who buys: for instance some
purchases are based on individual impulses whilst others may involve a number of individuals who can
influence the final purchase choice. Blackwell et al. (2001) suggested there are five key roles that can
influence a purchase decision:
1 Initiator – starts the purchasing process
2 Influencer – tries to influence the final purchasing choice
3 Decider – has the authority to make the final choice
4 Buyer – conducts the transaction
5 User – enjoys the benefits of the purchase decision by using the product or service.Mini Case Study 10.1 The online purchasing process
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