Applications
Net has a greater influence on purchase decisions than magazines, TV among broadband users
MUMBAI: 50 per cent of broadband users in the US say that a recent purchase was influenced by the Internet, 36 per cent were influenced by shopping sites and 15 per cent by search engines. This was more than TV commercials (11 per cent) and magazine advertisements (6 per cent), showing the growing impact of online sources on purchasing decisions, as revealed in Netpop Shop, a recent study by Media-Screen, a market research firm that focuses on online consumer trends. Media-Screen director of research Cate Riegner says, “Online sources are eclipsing traditional media and advertising channels, like radio and television. Retailers need to recognize this trend and adjust their marketing and advertising strategies accordingly. Netpop explores how the new media landscape is shifting shopping habits in order to provide marketers with the data they need to reach modern consumers effectively.” Netpop | Shop, a report designed for retailers, advertisers and marketers that looks at the shopping habits of broadband users, also examines five distinct product categories: Pricey Tech-Electronics; No Touch Services; Media Mesh; High Touch Retail; and Household Staples. Findings reveal the Internet’s significant role in the purchase of many types of items, beyond established e-commerce categories like technology, travel and financial services. In fact, 58 per cent of clothing items and 59 per cent of home and garden items were influenced by an online source.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
