Thursday, February 23, 2006
Nothing to Do? Let's Search the Internet!:
"FEBRUARY 22, 2006
It has long been assumed that the Internet was used as a tool for specific purposes such as conducting research, checking the news, shopping or visiting a favorite Web site. However, new data from the Pew Internet & American Life Project suggests that approximately 40% of Internet users go online "aimlessly" without clear goals or intentions. Haven't we heard this before? Yes, but in a different context: "Honey, give me that remote and let's see if there's anything good on TV tonight."
The Pew Internet & American Life Project reports that the Internet is the new TV—but not in just the obvious sense that more people choose the Internet over reruns of "Seinfeld." Instead, the study points to a growing phenomenon that is analogous to TV: web surfing is equivalent to channel surfing. E-mail remains the primary online activity, with 52% of respondents describing it as their "leading activity." However, 40% listed their main activity as "surfing for fun to to pass the time."
The Pew report also shows that browsing the web for fun grew dramatically in 2005 from 2004 because only 25% of respondents indicated that they browsed for fun in 2004.
The Pew report also shows that broadband users and young adults tended to go visit the Web without particular destinations in mind whereas senior citizens and users with dial-up connections tended to go on the Internet for specific reasons.
So what does all this mean for marketers and advertisers? What new challenges does this create for the industry as a whole? Early on, when the commercial Internet began to take hold, the industry quickly recognized that the beauty of the Internet came down to the degree to which advertising could be accurately targeted. But if Internet users are beginning to emulate their television-watching counterparts by just surfing and hanging out, will this mean that the targeting model will founder?
No doubt the industry will realize that keyword search engine marketing will probably remain its bread and butter, whereas the idle-surfing implications will have greater resonance in the arena of banner advertising. Further to that, "just surfing for fun" will undoubtedly increasingly include online video. The need to find video, via search engines, will increase accordingly. Marketers will need to find ways to take advantage of this video/search growth, such as by creating elements of their overall campaigns that throw fun marketing videos into the mix.
To read more about online video advertising, see our report Online Video Advertising: Promises and Challenges and look for eMarketer's forthcoming research report on Search Engine Marketing, due in March 2006. If you would like to be notified when this report is available, click here. "
"FEBRUARY 22, 2006
It has long been assumed that the Internet was used as a tool for specific purposes such as conducting research, checking the news, shopping or visiting a favorite Web site. However, new data from the Pew Internet & American Life Project suggests that approximately 40% of Internet users go online "aimlessly" without clear goals or intentions. Haven't we heard this before? Yes, but in a different context: "Honey, give me that remote and let's see if there's anything good on TV tonight."
The Pew Internet & American Life Project reports that the Internet is the new TV—but not in just the obvious sense that more people choose the Internet over reruns of "Seinfeld." Instead, the study points to a growing phenomenon that is analogous to TV: web surfing is equivalent to channel surfing. E-mail remains the primary online activity, with 52% of respondents describing it as their "leading activity." However, 40% listed their main activity as "surfing for fun to to pass the time."
The Pew report also shows that browsing the web for fun grew dramatically in 2005 from 2004 because only 25% of respondents indicated that they browsed for fun in 2004.
The Pew report also shows that broadband users and young adults tended to go visit the Web without particular destinations in mind whereas senior citizens and users with dial-up connections tended to go on the Internet for specific reasons.
So what does all this mean for marketers and advertisers? What new challenges does this create for the industry as a whole? Early on, when the commercial Internet began to take hold, the industry quickly recognized that the beauty of the Internet came down to the degree to which advertising could be accurately targeted. But if Internet users are beginning to emulate their television-watching counterparts by just surfing and hanging out, will this mean that the targeting model will founder?
No doubt the industry will realize that keyword search engine marketing will probably remain its bread and butter, whereas the idle-surfing implications will have greater resonance in the arena of banner advertising. Further to that, "just surfing for fun" will undoubtedly increasingly include online video. The need to find video, via search engines, will increase accordingly. Marketers will need to find ways to take advantage of this video/search growth, such as by creating elements of their overall campaigns that throw fun marketing videos into the mix.
To read more about online video advertising, see our report Online Video Advertising: Promises and Challenges and look for eMarketer's forthcoming research report on Search Engine Marketing, due in March 2006. If you would like to be notified when this report is available, click here. "
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