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. However, the rate of growth is currently slowing. To combat these external pressures, Web sites must look at new and different strategies to maximize their value.
Stickiness is a natural avenue for the Internet business model to pursue.
Over the past three to five years, the growth in Internet usage was significant enough to warrant the maximum number of new Web sites. At the time, the market seemed limitless. Further, the model itself was evolving. No one clearly knew who had the magic formula for Internet success. As Web sites move beyond customer acquisition, the natural progression is to emphasize maximizing the value of its existing users.