Why People Surf the Internet

A recent study offering people  295 reasons why they go on the internet established that 100% of those interviewed surfed the internet to pass time…and I thought it was to read this blog.

The Real Surfing
The Real Surfing

Ruder Finn, one of the world’s largest public relations agencies has recently published their Intent Index. You can see an interactive index by clicking here.

“Intent is the new demographic,” said Kathy Bloomgarden, Ruder Finn co-CEO.  “Delving deeper into the underlying motivations of online behavior is critical to developing proactive strategies. Just being online is not enough to leverage digital channels to drive business imperatives. Audiences must be targeted based upon their intent.”

Here are some of the main findings:

  • 72% of people go online just to become part of a community
  • Seniors are going online today for the same reasons younger people are; to have fun (82%) and to socialize (80%)
  • More people go online to connect via a social networking site (41%) than to post comments or opinions (34%)
  • More people go online to be entertained (82%) than entertain others (48%)
  • People seek education and entertainment: most people go online both to learn (88%) and have fun (83%)
  • Almost half of people (47%) go online to learn to improve themselves and nearly one-third (31%) to find self-help experts or books
  • The desire to learn drives people to the Internet; top areas are new subjects (68%), the world (65%), a disease or condition (61%)
  • Three times as many people go online to compare prices (66%) rather than people via dating sites (21%)
  • E-commerce isn’t dead — one-third of people (34%) go online to purchase an item
  • Top things people go online to buy: household items (49%), electronics (45%); music (35%), movies (29%)
  • More men (42%) than women (36%) go online to do business
  • Women comment, men read: 55% of women go online to find venues for personal expression compared to only 43% of men
  • The age of blogs: 44% of people go online to create or update blogs and 42% of people go online to read other people’s blogs.
  • Women (48%) are much more likely than men (39%) to go online to advocate for an issue or position
Reasons Internet Users Go Online
Reasons Internet Users Go Online

Table courtesy of eMarketer .

Here are the findings displayed by category:

Socialize

  • More than twice as many people go online to socialize (81%) than to do business (39%) or shop (31%).
  • 72% of people go online just to become part of a community.
  • Seniors are going online today for the same reasons younger people are; to have fun (82%) and to socialize (80%).
  • More people go online to connect via a social networking site (41%) than to post comments or opinions (34%).

Learn/Have Fun

  • More people go online to be entertained (82%) than entertain others (48%).
  • People seek education and entertainment: most people go online both to learn (88%) and have fun (83%).
  • Almost half of people (47%) go online to learn to improve themselves and nearly one-third (31%) to find self-help experts or books.
  • The desire to learn drives people to the Internet; top areas are new subjects (68%), the world (65%), a disease or condition (61%), eating healthier (55%) and managing finances (37%).

Shop/Engage in Commerce

  • Three times as many people go online to compare prices (66%) rather than people via dating sites (21%).
  • E-commerce isn’t dead — one-third of people (34%) go online to purchase an item; tops are household items (49%), electronics (45%); music (35%), movies (29%), and school/work supplies (29%).
  • More men (42%) than women (36%) go online to do business.

Express

  • Women comment, men read: 55% of women go online to find venues for personal expression compared to only 43% of men.
  • The age of blogs: 44% of people go online to create or update blogs and 42% of people go online to read other people’s blogs.

Escape

  • The Internet offers young people the escape through anonymity they seek out: nearly half (48%) go online to be invisible on instant messaging, 29% to create an avatar and 28% to be somewhat different.

Advocate

  • Women (48%) are much more likely than men (39%) to go online to advocate for an issue or position.

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One Comment Add yours

  1. Ellena says:

    Thank you so much for this timely information. I am just about to consider an online business and knowing what motivates people to go online is priceless!

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