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The internet as a communication tool, like no other, has allowed people to connect with one another based on their shared interests and experiences. This means that users of the internet ary all across the board; from extremely rare movie collectors, to bizaar food fanatics, from families searching for the nearest diner or drive-in, or a college student needing a mechanic for a broke down car.
Niche marketing can happen on a global scale, as well as a local scale.