Consumers on the Web: Identification of Usage Patterns
http://www.firstmonday.dk/issues/issue8_4/koiso/index.html
  peer-reviewed

Koiso-Kanttila, Nina
First Monday
2003

Abstract:

This article analyzes consumer behavior on the Web. The purpose is to research patterns that characterize consumer actions in this environment. The study employs Nielsen//NetRatings Internet panel data in Finland. The four-month data for 65 panelists suggest three interrelated Web usage patterns that are highlighted here. The text will outline how these conclusions were reached and present other observations.