Beyond that correspondence function, the top four reasons people use the Internet or online services are research, education, news, and entertainment. Online shopping remains low on the list. Only about 10 percent on Net surfers consider themselves online shoppers, although about one- quarter has bought something online. Cyber shopping is increasing, however, with development of methods to reduce online security problems. The most popular site categories are shown in this figure Business uses the Internet and web in more specific ways than consumers.
Executives turn to the web to gather information about their rivals or to assess industry trends.
For example, executives can visit competitors Web sites to learn about new- product announcements and check financial reports. Company web sites help marketing managers to collect valuable data about potential customers by asking visitors for personal information through the registration or sweepstakes entry forms. With demographic data, marketers can develop personalized content, services, and advertising geared to their typical web site users. When buyers for Fujitsu business Communications in Anaheim, California, need office supplies, they simply log on to Boise cascade Office Products extranet a secure, specialized network linking the firm and its customers. The electronic system automates the entire ordering process, obtaining necessary internal approvals for orders and providing overnight delivery, eliminating previous delays of 3 to 5 days.