Technology is increasing consumers' confidence and familiarity with new technologies, leading to deeper usage, more sophisticated involvement, and heightened expectations. Communities online are allowing consumers to voice opinions on issues, as seen with online petitions receiving over a million signatures. Technologies also provide alternatives to traditional methods, as people can now research and purchase directly from vendors online rather than going through traditional channels like travel agents or visiting showrooms.

1. focusweb2.0
Consumers’ changing
relationship with new technologies
Nigel Sheldon, Starcom, outlines the ways in which technology is changing
consumers’ behaviour and expectations
C
ONFIDENCE PLAYS a considerable reached over a million signatures – while real alternative to the way people were
part in the consumer take-up of members of Second Life have taken informed and entertained: why use a trav-
new technologies. Greater famil- umbrage against the virtual offices of US el agent, when you can go direct to the
iarity leads not only to deeper usage and presidential candidate John Edwards and vendor; why visit showrooms, when you
more sophisticated involvement, but also of Jean Marie le Pen, instructing their can research the cars under consideration
engenders heightened expectations. avatars to attack them. online first; why always browse in a
Across the