The same is true for the adoption of new products and technology in the marketplace. One cannot push the market and only technocrats buy widgets because they are new. Most consumers wait. It is estimated that 87 percent of all transactions begun on the Internet are aborted before completion. Further, in spite of the hype and the media, the truth is that even in the U.S., only 40 percent of the population is estimated to have access to the Internet.
Some urban areas are twice that.
Many rural areas are less. One cannot be more successful than competitors if one reaches less than half the potential consumers. The full potential of the Internet is thus yet to be realized. There are reasons that even the successful e-commerce companies advertise via traditional media. They know that that is where the consumers still are.