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Chapter 9. The Future: The Not So Final ... > The Urbanization of the Internet—Pac...

The Urbanization of the Internet—Paco Underhill

The Internet is local not global. It's like water—it goes where it's needed. People in Kansas and New York have very different shopping needs and priorities. The Internet needs to perform more like Mom and Pop enterprises. They have different time equations and different delivery systems.

The future of the web—as with every other piece of technology—must include adoption by women. Women see it as a tool with an end. And shopping is inherently a female activity. There must be efficiency to it and a quality of life. As women's lives change, so does their relationship to shopping. Now with the same business responsibilities as their male counterparts, they find they must cram routine shopping between the job and the commute home. Women still enjoy shopping with friends and continue to shop as a social activity.


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