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Here we are now, entertain us

Posted by Michael Bloch in web marketing (Tuesday July 21, 2009 )

Kurt Cobain may not have been much of a philosopher, but he was spot on with that line from “Smells Like Teen Spirit” when it comes to how most of us are geared these days – and that has huge ramifications for the online world.

According to the Ruder Finn Intent Index, over 80% of folks go online to socialize, twice as many as those who go online to shop or do business.

Ruder Finn says that the Intent Index shows that a person’s intent may be a better indicator for how to develop a marketing campaign than demographic formulas.

Other key findings from the Intent Index Survey:

– 72% of people go online just to become part of a community.

– Mature age folks are going online today to have fun (82%) and to socialize (80%).

– More people go online to be entertained (82%) than entertain others (48%).

– People seek education though too – (88%).

– The most popular areas of learning are new subjects (68%), the world (65%), a disease or condition (61%), eating healthier (55%) and managing finances (37%).

– When it comes to ecommerce, 34% of people go online to purchase an item, with the most popular categories being household items, electronics; music, movies and school/work supplies.

– 55% of women go online to find venues for personal expression compared to only 43% of men.

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

– 63% of North Americans go online to influence others’ opinions or express contrasting or oppositional views.

The full findings of the Ruder Finn Intent Index Survey can be viewed here.


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