More than twice as many people go online to socialize (81%) than to do business (39%) or shop (31%), according to the Ruder Finn Intent Index.
Not that e-commerce is dead, by any stretch of the imagination. According to Ruder Finn, 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%).
That said, according to Ruder Finn marketers who can’t connect with their consumers’ intent do so at their own peril.
“Intent is the new demographic,” said Kathy Bloomgarden, Ruder Finn co-CEO, in a statement. “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.”
Hands down, going on line to interact with other individuals outstrips commercial activity. Ruder Finn found that 72% of people go online just to become part of a community, and more are looking to entertain (82%) than to entertain others (48%).
Consumers are also seeking ways of bettering their circumstances. Nearly half (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%).
Ruder Finn based its findings on a study among Internet users that asked respondents how frequently they go online for 295 reasons.
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