Internet Commerce VS Brick & Mortar Commerce

I am doing a piece for my web site http://www.landisnetusa.com called the "Ethnology of the Internet Culture & Consumerism" and I am looking for some data about retail consumer volume vs Electronic Consumer volume. I am comparing both sides against a balanced scale, and I need to factually determine at which side is heavier and how close:
Here is an excerpt from my rough draft to give you an example of where I am going:

Ethnology of the Internet Culture & Consumerism:
Russell Smith:

"Virtual Experience and “cyber-culture” are shaping modern; sociological behaviors, consumerism, communication, and economics of commerce. Consumption patterns are rarely the consequences of just one micro culture, rather, shaped by affiliation with multiple and intersecting micro cultures. Micro cultures include gender groups, racial groups, ethnic groups, and age groups. Consumption patterns comprise of what we purchase, how much we purchase, and where (from whom) we purchase products and services. Traditional marketing strategies were thought to be less expensive with a higher ROI by targeting micro-cultures. For example, toys are advertised during time/slots that children are most likely the audience. The opposite applies to beer manufactures. Would it be considered inappropriate or a bad investment to run their advertising campaigns during early morning television slots?"

Therefore, in the communications era, civilization is entering into a new mode of production through technology and a new macro culture is emerging as a result of electronic commerce. Traditional marketing strategies limit their targeting to certain micro cultural groups such as age, sex, race, and ethnic groups, now are broadening the targeted groups merging the micro cultures into one large macro-cyber culture. This trend poses new opportunities for business to compete evenly or the necessity of current businesses to evolve.

If anyone can offer some information to the economics to substantiate this theory, I will cite the source and link to you via web site and or email.

Thanks again,
RS

I disagree with the theory. The big difference between traditional marketing and online marketing is the former is "push" and the latter is "pull". With more people looking for products themselves using search and other means online, the merchants need to cater their "pulled" information to the ever increasing number of niche groups.

Probably not what you were looking for but maybe this helps in some way.

-Peter

Hi asr_guy,
Thank you very much for your comments. I highly value your opinion. My question is this ever increasing number of niche groups are combining into larger groups? And will these niche groups merge into one macro culture? It's the old hypothesis: "When cultures interact and combine, evolution occurs". Is technology forcing an evolution to marketing as well? Will the former "push" strategy be more lucrative then the "pull"? The strategies currently implemented are directly related to cultural boundaries and these strategies reflect merging cultures due to technology. I believe that if we new these details, we would be at an advantage.
I enjoy the conversation,
Thank you,
RS
http://www.landisnetusa.com