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Focus%20 Sheldon

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Focus%20 Sheldon

  1. 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