Allowed the huge increase in the volume of communication.Provided the possibility of increasing the speed of communication.Some are specific to a narrow category, like Small business, the Arts, connecting Families, Blogging, Making Money on the Internet and Dating Services (using a broad and polite term there).Some are popular by type of category they use, where others are popular by region (like UK and Europe, Africa, etc).
Adults under 70 years of age who had a degree or equivalent qualification were most likely to have access to the Internet in their home, at 93 per cent' (Office for National Statistics,2009).
According to Liu & Shrum (2002) new media (Internet), brought new models of interactivity: user-to-user and user-to-message.
The interactivity develops a new meaning when it is applied through Web 2.0 platforms and Social media channels as dialogue between consumer and company becomes much more active and interactive.
According to Linda Peters (1998) the Web presents a fundamentally different environment- both as a medium and as a market - from traditional communication channels perspective.
It creates the Marketspace - a virtual realm where products and services exist as digital information and can be delivered through information-based channels (Rayport and Svikola, 1994).