Saturday 19th April

Drivers of Online Behavior

“The internet is everywhere, but it is not everywhere in the same way”

Digital consumers needs sit along an axis between entertainment and personal management with the most frequent activities of social networking, email and news, sport, weather sitting along this axis.

Despite social networking and email being communication platforms, they align to very different consumers needs which helps to explain how social networking is able to drive a greater volume of use than email, but also why consumers continue to use both platforms.

However, these platforms remain amongst the most intrusive for brands to contact consumers in. By aligning to the shopping and browsing patterns of consumers, brands stand a better chance of avoiding rejection.

A Guide to Digital Lifestyles

Social: Connecting and sharing with others online, uploading pictures to a photo sharing site or internet dating.

News: Keeping up to date with current affairs, sports, culture and the weather.

Shopping: Purchasing online, whether it be groceries, cinema tickets, clothing, gifts, flights or even services.

Knowledge: Source general information & learn online. Includes: ‘googling’ online encyclopaedias and self educating online etc.

Admin: Using internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing tax return etc.

Multi-media: Watching video, listening to music or radio streaming or watching on-demand TV programs.

Organise: Planning & organising your life online, including journey planners, using map services.

Interest: Speciality websites that help you pursue your personal interests & hobbies or a blog/forum you read or write.

Browsing: Browsing for things to buy online or offline; e.g. consumer reviews, websites, search engines.

Email: Personal email account. Checking inbox, writing and composing email messages.

Gaming: Games you play on or via the Internet, either single-player games or multi-player games (not via a console).


CONSUMER NEEDS SPAN AN AXIS BETWEEN SOCIAL ENTERTAINMENT AND PERSONAL MANAGEMENT

NeedScope profiling of activities.

Bases: All respondents 48804


social networking


The most frequent activities span this axis

DAILY

EVER

% DOING ACTIVITY DAILY

11: Frequency of online activities

Bases: All respondents 48804


doing activity daily


Despite much lower daily use than email, social networking attracts the highest volume of usage

% DOING ACTIVITY DAILY

NO. OF HOURS SPENT ON ACTIVITY PER WEEK

% DOING ACTIVITY DAILY

13: Importance of online activities

Bases: All respondents 48804


doing activity daily


eCommerce is the least intrusive time to interact with consumers; target the path to purchase

% ACTIVELY LOOKING FOR BRANDS

% WHO FIND BRANDS INTRUSIVE

14: Intrusiveness of brand contact

Bases: All respondents 48804


Intrusiveness of brand contact



Download Drivers of Online Behaviour PDF