Context

The Internet – five key features and benefits:

1. As a technology, the Internet is actively used by a broad cross-section of the UK adult population:
   - It provides a channel to reach a wide range of consumer groups.
2. The Internet population is non-homogenous:
   - It provides a means of reaching discrete groups to deliver a relevant communication.
3. The technology supports many formats – text, graphics, audio, video, animation:
   - An online communication can be developed in the most appropriate format to stimulate the desired response to the communication.
4. The Internet’s return path enables a connected communication:
   - An online communication can be two-way; it can join individuals within a community framework and an online communication can be conducted in real-time.
5. Low barriers to entry to distributing an online communication:
   - It provides the opportunity to distribute communication content at relatively low capital cost.