Corporate and consumer on-line markets are two sides of the same coin, according to a recent report from Forrester Research. The report states that many Internet Service Providers (ISPs) are trying to avoid consumer Internet access by focusing solely on professional business customers, which can lead to costly mistakes.
The report states that the two markets are co-dependent because those who use the Net at work are also likely to use the Net from home. "The dichotomy between corporate and consumer on-line markets is a false one," said Mary Modahl, group director of Forrester's new media research and author of the report. "The white-collar professionals who are on the Net from 9 until 5 are the parents who get on with their kids after dinner."
Forrester's primary research with 100 consumers found that many also connected to the Net from home after using it at work. "People exposed to the Internet at work are naturally more likely to sign up at home," said Modahl. "They see the quantity of information that's available and they want it everywhere. Then they want their kids and their parents to go on-line."
The report found that professionals who use the Internet from home bring high expectations and habits home. They expect high-speed network connections and flat pricing and they look for "purposeful, deep content". They also bring their consumer on-line expectations to work, spreading grassroots technology and demanding high-volume, low-priced, personalised content.