The ability to build loyalty in a TV viewer is the predecessor to stickiness on the Web. But, the interactivity of the Web permits site managers to choose an array of methods to increase user switching costs. On the Internet, the choice selection is already enormous and increasing. To build loyalty in its customers, it is therefore essential for Web sites to focus more on raising switching costs than eliminating alternatives. Initiatives such as stickiness are designed to meet these switching cost goals.
Statistics show the meteoric rise in the number of Internet users is beginning to slow.
Based on this and other figures, the maximum U.S. market for Internet users is estimated at 100 million. These statistics do not suggest Internet growth is over, but merely that the rate of growth has peaked. The opportunity to acquire new users in the future will thus become limited. These statistics do not suggest a drop in overall Internet usage. The advent of new and improved access devices will continue to grow usage.