Broadband is already in about a quarter of homes and is close to being accepted as the standard form of Internet access. Wi-Fi isn’t far behind.   Broadband is also accessible in the workplace for a sizeable number of people, with the boundaries between home and work Internet use blurring. 

The Internet is playing an important role in daily life already and growing in stature.   Brands should leverage the range of activities done online and exploit the influence of online in purchasing decisions. 

People have a much closer relationship with their PC’s than with other media devices, like TV.  The emotional connection is heightened because of the breadth of activities done on a PC and level of dependency.  This is a subtle but important distinction compared to traditional media such as TV, and something that brands should take into account when crafting their online presence.

Consumers accept online advertising, but at present feel it hasn’t kept pace with the evolution of the Internet.  They expect it to be more contextually relevant and more entertaining – although not necessarily just like TV.  Email has been rehabilitated as a marketing channel, with many consumers perceiving brand related email newsletters to be a service rather than advertising.  In contrast, pop-ups remain widely reviled. 

Mobile phones are increasingly prevalent and have become so ingrained in daily life that they’ve become like a lifeline to many.  However, with consumers forming highly personal relationships with their phones, sensitivity is required from marketers when using as a communications channel.

The main role for mobile phones today remains communication; making calls and sending texts.   Advanced services such as MMS (picture messaging), Mobile IM (instant messenger) and mobile email are beginning to get traction.   Mobiles are also increasingly doubling as cameras and entertainment hubs for content such as music and games.