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        The Consumers
 
The consumers are tens of millions of people worldwide
are surfing the Web in search of surprises, cheap thrills, knowledge and entertainment, time-saving services, plus information on products that they hope will enhance their
lives. They expect to make the Web a place of their own, a place of customized information and relationships.

The consumers are in the driver's seat. Able to search for
the best deals in an instant, they will obtain a product or
service over the Web only if it is the best, cheapest, and
most convenient alternative from a source they trust.