If the findings of a new research are to be believed, web users are now more and more focusing on only a small number of sites and friends on the Internet. According to another study published two years ago, it was found that a little more than half of British web users frequently visit six or fewer sites. This means just as people form exclusive clubs and elite groups in the real world, they will tend to replicate the same pattern when using the World Wide Web and will try to create exclusivity. If true, then this trend will make users' attention one of the rarest commodities on the Internet have strong brand identity.

Does this mean that the Web has reached its saturation point and that web users are becoming ‘selective’ day-by-day? It has been long established that people rarely read all the sites they visit. They just browse or scan the pages and then leave. With the information technology advancing at a very fast pace, a futuristic vision also envisions that the users will try to minimize the hassles of visiting irrelevant sites and ‘customize’ their search patterns based on their needs. This calls for the further studies on the behavioral patterns of the web users.

If this trend continues, despite the increasing amount of information being posted each day on the Web, it may change the strategy of online marketing companies, and their marketing campaigns are likely to be more successful in the near future if they are able to generate a feeling of exclusivity among customers. And those who manage to convince you to part with a lot of money in exchange for being exclusive, feeling different and feeling part of an elite group are the ones that are going to make it.