Web Participants

The Web, like all other media, has both customers (users) and those trying to reach these users (advertisers, sponsors, e-commerce). As with other media, target markets include consumers and the business-to-business (b-to-b) markets. Let's start our discussion with the users—the target markets.

Users: Consumer Market In 1995, there were an estimated 14.9 million users on the Net. By mid-2002, there were an estimated 150 million, with 64.3 percent of all U.S. households now accessing the medium.1 The rapid adoption continues internationally as well, with an estimated 445.9 million users worldwide.2 (See Figure 15-3.) As shown in Figure 15-4, the adoption curve of the Internet greatly outpaces that of

| ntern gt P rogram As with other media discussed earlier in this text, using the Internet requires the development of a plan. This plan should consider target audiences (users of the Net), specific objectives and strategies, and methods for measuring effectiveness.

Figure 15-4 Adoption curves for various media—the Web is ramping fast 120

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