The Impact of the Internet on Consumer Lifestyles: Qualitative insights from households in country Australia

Arthur Sweeney, Mark Morrison

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

Australia, over the last 20 years has been characterised by rapid and significant economic, demographic, and social changes, and many of these changes have had a disproportionate, negative impact on regional communities. One proposed solution to this negative impact and which may invigorate country Australia and help build more viable communities is to increase Internet connectivity in the regions. However, because the problem is both a 'will and wires' issue, we think that it is a startling claim to make that the Internet could be the panacea for country Australia. Accordingly, we investigate this claim through nominal group sessions with country Australians, to determine the impact that the Internet has had, and may have, on their lifestyles. Are they willing to accept the Internet as the solution to their problems? While some understand what the Internet is, others do not. Thus, if the Internet is going to be a catalyst for solving many of the problems of our country economy, then an education job is required. Mostly, the Internet is a source of information and a tool of communication, so that it is an ideal mechanism for purely digital or knowledge-based activities. Nevertheless, as only a few see it as a vehicle for e-commerce, then it is unlikely to provide a solution to many of the commercial problems facing rural and regional Australia. Also, the negative anti-social effects will only compound rather than help country Australia. Presently, it is hard to believe that people in country Australia see the Internet as the panacea for their ills as some suggest.
Original languageEnglish
Title of host publicationA Celebration of Ehrenberg and Bass
Subtitle of host publicationMarketing Knowledge, Discoveries and Contribution: ANZMAC 2003
EditorsRachel Kennedy
Place of PublicationAdelaide, South Australia
PublisherANZMAC
Pages7
Number of pages1
ISBN (Electronic)0868039829
Publication statusPublished - 2003
EventAustralian and New Zealand Marketing Academy Conference - Adelaide, SA Australia, Australia
Duration: 01 Dec 200303 Dec 2003

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryAustralia
Period01/12/0303/12/03

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