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Two-thirds of e-commerce to occur outside USBy 2003 it is predicted that 67 per cent of electronic commerce will occur beyond US shores. Media Metrix suggests it would be folly to treat the market with a uniform approach and segmentation as is necessary as for any other type of market. The analyst believes attention must be paid to the national differences in using the Internet, best illustrated by the different national use of sites dealing with sports or pornography. Another factor, the analyst said, is the male/female ratio of Internet users and the use of the English language, differing among nations. What Web sites still need to do is develop customer loyalty, rather than performance measures based on "hits" alone www.mediametrix.comNet stats unreliable and meaningless: ForresterCompanies considering investing in electronic commerce are faced with unreliable statistics. Figures that claim to measure and categorise Internet users are fraught with uncertainty and much of the data turned up by research can be meaningless, according to Forrester Research. A representative of Forrester Research, one of the many companies in 2000 offering Internet advice, described such statistics as "just your opinion expressed numerically". The main problem is lack of accountability for incorrect forecasts, which are devoid of context anyway.

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