This chapter deals with the analysis of the Internet from the point of view of demand.
Generally, the studies are focused on the demand for Internet infrastructure and demand for Internet connection. But using our framework LIIF, we can grasp that the demand of the Internet can be analyzed from different points of view, and we can find a typology of demand for each layer of our model: infrastructure, access, Internet-related IT services, brokerage services, content and products.
In this chapter we look at the studies on aggregate demand of the entire Internet industry with reference to the analysis of the spending produced by the leading global consulting firms such as McKinsey, BCG and IDC. Will descend into the detail of the reference framework by analyzing the contextual demand of the layers of the model.