At some point on a typical weekday, 82 million adults are online. So what are people doing while they’re online? Well, in the course of a day, 30 million people will go online for information about the weather; 15 million will instant message with someone; and 1 million will arrange a date through an online matchmaking service! Figures from the Pew Internet and American Life Project point out some interesting comparisons illustrating the pervasiveness of the Internet in America.

1. The number of people who get their news from the Internet is still only about half that of people who get their news from broadcast or cable TV and about two-thirds the number who read the daily newspaper.
2. For every person who visits a doc or hospital, three will seek health information online.
3. The number of people who bank online is an amazing five times the number who actually visit the bank.
4. Nine times as many people use eMail as send or receive personal mail through the U.S. Post Office.
5. For every person who goes to the library for information, more than 10 will look up information through an online search.

Then of course there’s the very important online shopping audience. A recent survey for the Retail Advertising and Marketing Association (RAMA) revealed that 92.5% of adults said they research products online before they buy. Electronics, apparel and appliances were the most-often researched products. The survey also determined what often motivates consumers to do an online search:

1. 47% have seen an ad in a magazine
2. 42.3% have seen a newspaper ad
3. 42.8% have seen a TV commercial
4. 43.7% have read a related article
5. Women are motivated more than men by coupons or in-store promotions.
6. Men are motivated more than women by one-on-one conversations.

Based on these figures, it seems that while search engine marketing continues to be a popular strategy, retailers need to keep sight of traditional advertising channels to promote their products and services.

<< back to "mwfusion"