A01 chaf6542 06 se fm indd

1 

Percentage of customers with Internet (or mobile) access.

2 

Percentage of customers who access the website (and choose to use different types 

of services and channels such as mobile or social media options such as Facebook or 

Twitter).

3 

Percentage of customers who will be favourably influenced.

4 

Percentage of customers who buy online.

Now refer to Activity 8.2 where this analysis is performed for the car market. This picture 

will vary according to different target markets, so the analysis will need to be performed for 

each of these. For example, customers wishing to buy ‘luxury cars’ may have web access and 

a higher propensity to buy than those for small cars.