The rise of online media has completely changed the landscape of contemporary consumerism. It has changed the way in which we make purchases, the way in which companies market themselves and the in which we interact with the brands we choose to buy.
Since the recession began, the widespread opinion has been that the online sector has not really been affected by the economic downturn; online retailers announced record sales last Christmas and digital advertising was the only marketing sector to record any growth over the last two years.
However, as the online sector receives more and more negative feedback about their delivery services, is seems that the online sector will finally have to deal with some of the pressure the offline sector has been under.
Katherine Kelly, spokesperson for the IAB, comments;” The online industry has grown massively over the last two year. Online retailer need to make sure that the service they are offering keep up with the pace of consumer demand.”