According to Direct News, a specialist news content division of Adfero in the UK, online shopping habits have shifted dramatically due to widespread access of high speed internet. The internet is viewed as an effective way to conduct research and to comparison shop. Companies have taken this new market seriously by directing a lot of marketing effort to reach out to this new breed of shopper. Many retail industry firms use blog sites to communicate to their audience and offer information about their products and services. The fastest growing groups of online shoppers are women and people entering their golden years. As people become more comfortable with technology, this new horizon of shopping should continue to offer great resources for consumers.