Connecteds, however, tend to be more intensive users of interactive technologies and online services. Seven key themes are indicators of household dynamics and behaviors that create desires for communicating media. Interpersonal communication, not transactions or work, drives the purchase of new media. Vendors of transaction-based services should leverage the strong desire for interpersonal communications to grow their online transaction offerings. Other companies can build closer bonds with their customers by establishing bulletin boards and discussion groups.
Work transforms the household context for communicating media.
Mobile, remote, and flexible work arrangements, work at home, and the intensity of teamwork increase the level of coordination within the household. People strategize and plan for work at home, talk about work at home, and coordinate their household lives to accommodate the demands of work. Product and service vendors should focus on the coordinative and management implications their work imposes on households. Using information as a resource is an acquired skill. People who do not experience information-based work and decision making do not learn that information is a resource and may not see immediate relevance in the current manifestations of electronic commerce offerings.