【資料名稱】：Drivers of online behaviour

【資料作者】：xx

【資料日期】：2011

【資料語言】：英文

【資料格式】：PDF

【資料目錄和簡介】：

Digital consumers needs sit along an axis between entertainment and
personal management with the most frequent activities of social networking,
email and news, sport, weather sitting along this axis.
Despite social networking and email being communication platforms, they
align to very different consumers needs which helps to explain how social
networking is able to drive a greater volume of use than email, but also why
consumers continue to use both platforms.
However, these platforms remain amongst the most intrusive for brands to
contact consumers in. By aligning to the shopping and browsing patterns of
consumers, brands stand a better chance of avoiding rejection.