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Understanding users’ access requirements

To fully understand online customer propensity to use online service we also need to con-

sider the user’s access location, access device and ‘webographics’. ‘Webographics’ is a term 

coined by Grossnickle and Raskin (2001), which includes:

● 

Usage location (from home or work)

● 

Access device (browser and computer platform including mobile devices)

Figure 4.2

Applications of using the Internet

Source: EuroStat (2012).

Making an appointment with practitioner

10 20 30 40 50 60 70 80 90 100

0

Use of services related to travel

Internet banking

Reading online news, newspapers

Finding information about goods or services

Creating websites or blogs

Uploading self-created content to websites

Playing networked games with others

Playing or downloading games, images, films

or music

Listening to webradios or watching

web television

Telephone or video calls over internet

Posting messages to social media

Sending/receiving emails

16-24 years

25-54 years

55-74 years

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Chapter 4  E‑environment

● 

Connection speed – broadband versus dial-up connections

● 

ISP

● 

Experience level

● 

Usage type

● 

Usage level.

Competition in the marketplace amongst broadband providers has caused a great increase 

in the Internet access options available for consumers and small businesses.