The relationship between retailers' targeting and e-commerce strategies: an empirical analysis

There has been a strong focus in the literature upon the factors that affect the adoption of e-commerce, and the demographics of Internet users, but few attempts to link these two bodies of knowledge. This empirical study investigates the extent to which the adoption of e-commerce amongst retailers is influenced by the socio-demographic characteristics of their target customers. The questionnaire was mailed to senior marketing executives in the UK's largest retail organisations, and ultimately resulted in the receipt of 164 useable replies, giving an overall response rate of 18 per cent. The results of a set of analyses demonstrate that organisations are most likely to adopt the Internet for information provision, marketing and direct sales purposes if their typical customer is male, young and a member of the professional/managerial classes. This is not surprising, as young, professional males are typically enthusiastic and competent users of information technologies.