A01 chaf6542 06 se fm indd

1 

The percentage of companies with access. In the business-to-business market, Internet 

access levels are higher than for business-to-consumer. Understanding access for differ-

ent members of the organisational buying unit amongst their customers is also important 

for marketers. Although the Internet seems to be used by many companies, it doesn’t 

necessarily reach the right people in the buying unit.

2 

Influenced online. In B2B marketing, the high level of access is consistent with a high 

level of using the Internet to identify suppliers. As for consumer e-commerce, the Internet 

is important in identifying online suppliers rather than completing the transaction online. 

This is particularly the case in the larger companies.