Prof. Elberse looked at data for online video rentals and song purchases, and discovered that the patterns by which people shop online are essentially the same as the ones from offline. Not only do hits and blockbusters remain every bit as important online, but the evidence suggests that the Web is actually causing their role to grow, not shrink.
The Harvard prof’s article in question examines the Internet’s impact on consumer behavior and consumption patterns and offers practical advice to businesses and retailers selling products online. The conclusion is that the Internet has dramatically expanded access to inventory — and obscure inventory — but that hits and blockbusters remain as important as ever.
Google in a way is a case in point: Search and YouTube are runaway hits, other services not so much.