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What is Online Penetration

Chapter 160
Encyclopedia of E-Commerce Development, Implementation, and Management
A brand’s proportion of online consumers that have at least once used the product. In the consumer magazine context this can be calculated as ‘Number of website visitors’/ ‘Number of people using the Internet’.
Published in Chapter:
Double Jeopardy Phenomenon in Consumer Magazine Websites
Anssi Tarkiainen (Lappeenranta University of Technology, Finland), Hanna-Kaisa Ellonen (Lappeenranta University of Technology, Finland), Mart Ots (Jönköping International Business School, Sweden), and Lara Stocchi (Flinders University, Australia)
Copyright: © 2016 |Pages: 11
DOI: 10.4018/978-1-4666-9787-4.ch160
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