Even though we have seen an exponential growth in the number of Web sites and the number of users, little is known about Web usage at the level of the individual. This paper aims to overcome this lack of knowledge on individual usage patterns. Based on previous findings on saturation of Web usage, we use data from 1995-1998 on residential Web usage conducted as part of the HomeNet project to examine if groups of Web users differ in loyalty to Web sites. We also measure the stickiness of the most popular Web sites in the HomeNet sample. The results help us to understand how one should think of Internet usage and have important implications for Internet marketing and strategy.
Christ, Mario; Krishnan, Ramayya; Nagin, Daniel; and Günther, Oliver, "An Empirical Analysis of Web Site Stickiness" (2002). ECIS 2002 Proceedings. 87.