Report sheds light on web usage
New data shows that web browsers typically use the internet to pursue existing interests rather than experiment with new ones, according to an industry expert.
Internet marketing guru Frank Reed made his comments on Marketing Pilgrim following the publication of the Consumer Behaviour Online: A 2009 Deep Dive report by Forrester Research.
The study reveals a 119 per cent rise in the number of hours spent online by the average US household between 2004 and 2009.
By contrast, the number of hours spent watching TV remained static and the number of hours spent reading newspapers offline dropped by 17 per cent.
But Mr Reed argued that one of the most important findings for marketers was how web browsers used the internet.
“The internet is mostly an extension of what someone is or does offline,” he said.
“As internet users know more about what they want from their online experience it will be critical for marketers to be able to pinpoint those activities. There is less experimentation with broader activities.”
Young adult web browsing in-depth
The report also highlighted that 18-29 year olds use the internet more heavily than any other age demographic.
Moreover, it was revealed that younger internet users primarily surf the web looking for entertainment whereas older users typically go online to obtain information.
Earlier this week, Walt Disney chief executive Robert Iger addressed web marketing executives at the Californian Fortune Brainstorm tech conference in California.
Mr Iger forecast that behavioural tracking software would become more widely used by marketers over the coming years.
And while acknowledging that some web users felt the tool invaded their privacy, he expressed his belief that this was not generally an issue for younger consumers.
