If idle hands are the devil's workshop, the Internet is a pretty 'hot' place!
According to Ruder Finn (one of the world's largest PR agencies), 100% of the US Internet users surveyed in Q2 2009 went online to pass the time.
Top 10 reasons that US Internet users go online [% of respondents]
- Pass time 100%
- Educate self 96%
- Connect with others 92%
- Research 89%
- Share 86%
- Be entertained 82%
- Keep Informed 79%
- Discuss 76%
- Be part of a community 72%
- Work (business) 69%
Source: Ruder Finn, 'Internet Index,' 6/29/2009
The least common intentions when logging on were to make purchases, manage finances, comparison shop and join causes.
"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."
Overall, the agency divided online activities into six categories, listed from most common to least:
- Learn
- Have fun
- Socialize
- Express oneself
- Advocate
- Do business
- Shop
Men were more likely than women to go online for business, entertainment and to keep informed on news and current events.
Women, in turn, were more likely to use the Internet to advocate for a cause or issue, express themselves and socialize.
More than two-thirds (69%) of young adults ages 18 to 29 posted comments on social networking sites, 55% played games and 50% went online "specifically to rage against a person or organization."
Seniors were nearly twice as likely as young people to manage their finances, and 65% of seniors went online to be part of a community.
PR Bonus Point Source: www.eMarketer.com