A case in point is a leading menswear company which found that its bold, flat-color shirts were doing very badly as formal wear. Then they discovered that people were unsure what ties to wear with them. So sales people were trained to recommend ties to go with specific shirts. This type of information can also be useful when creating a site, and can perhaps lead to clever tools that allow consumers to make the same kind of purchase decision online. We know that people have different media consumption habits.
Some people like to go through the newspaper as a waking ritual.
Others like to scan it after dinner. Some people read every word of every story just because it's there. Others read only the sports page, or scan headlines. Internet habits are in their infancy, but they are forming. Office users, getting 15 minutes between meetings, will scan your site very differently from the home user, who logs on for a few hours at a time.