| Chapter 1: | Introduction and Underlying Assumptions |
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So far, this chapter has explained the theoretical perspectives that inform this research—a relationship-focused public relations perspective and an experience-centered approach to Web sites—as well as the methodological implications of adopting these perspectives. The remainder of this chapter discusses corporate Web sites and their importance in today’s society, and specifies this project’s goals.
Web Sites: Major Communication Forcein Contemporary Western Society
Online user behavior data show that the number of Web sites is massive, and that people make intense and frequent use of them. The Web has become, at least in Western society, a major source of information. People look to the Web for information they use to make crucial decisions. It is important to establish what role Web sites in general and corporate Web sites in particular play in today’s society. If Web sites are not a major communication force, it would be hard to justify investing effort and time studying them. This section provides a summary of data about Web usage in North America, and when available, throughout the world. The data shows that Web sites play important roles in many aspects of everyday life.
How Many Online?
Reports from the U.S. Department of Commerce based on U.S. Census data show that more than half of the U.S. population is online (U.S. Department of Commerce, 2002, 2004). In September 2001, 54% of Americans or 143 million people were online (U.S. Department of Commerce, 2002). By September 2003, this percentage grew to 58.7% (U.S. Department of Commerce, 2004). This number is growing, according to the 2002 report, by 2 million new users every month.