Final answer:
Net-savvy customers expect both personalization and participation, evidenced by the participatory nature of Web 2.0 and the demand for individualized online experiences. Concerns regarding online privacy and data control are also pivotal, as customers want assurance of their information's security and usage.
Step-by-step explanation:
The net-savvy customer typically expects a combination of personalization and participation when interacting with content and services on the internet. With the advent of Web 2.0, there was a significant shift towards user-generated content and the active involvement of users in creating, sharing, and engaging with content on platforms such as social media and YouTu-be. Furthermore, the rise of e-commerce has meant that businesses need to offer personalized experiences to stand out, such as recommending products based on past shopping behavior or allowing customers to customize their purchases.
When it comes to online privacy and security, users are increasingly aware of the risks associated with their online activities. Surveys by the Pew Research Center indicate that many internet users are concerned about how much personal information is available online and feel they have little control over their data collected by companies and the government. This has implications for how businesses should approach customer data and the need to offer customers more control over their information.