white paper

1. Discover how the world lives online
Drivers of online behaviour

2. “The internet is everywhere, but it is not everywhere in the
same way”
Ien Ang

3. Digital consumers needs sit along an axis between entertainment and
personal management with the most frequent activities of social networking,
email and news, sport, weather sitting along this axis.
Despite social networking and email being communication platforms, they
align to very different consumers needs which helps to explain how social
networking is able to drive a greater volume of use than email, but also why
consumers continue to use both platforms.
However, these platforms remain amongst the most intrusive for brands to
contact consumers in. By aligning to the shopping and browsing patterns of
consumers, brands stand a better chance of avoiding rejection.

4. A guide to the Digital life activities
Connecting and sharing with others
online, uploading pictures to a photo
sharing site or internet dating
Source general information & learn
online. Includes: ‘googling’ online
encyclopaedias and self educating
online etc
Planning & organising your life
online, including journey planners,
using maps services
Keeping up to date with current
affairs, sports, culture and the
weather
Using internet banking, paying or
checking your bills ,topping up
mobile phone/travel cards, doing tax
return etc
Specialty websites that help you
pursue your personal interests &
hobbies or a blog/forum you read
or write
Personal email account. Checking
inbox, writing and composing email
messages
Purchasing online, whether it be
groceries, cinema tickets, clothing,
gifts, flights or even services
Games you play on or via the
Internet, either single-player games
or multi-player games (not via
a console)
Watching video, listening to music
or radio streaming or watching
on-demand TV programs
Browsing for things to buy online
or offline; e.g. consumer reviews,
websites, search engines

5. Consumers needs span an axis between social entertainment and personal management
NeedScope profiling of activities.
Bases: All respondents 48804
EMAIL: Effective, effecient
KNOWLEDGE: Knowledgeable, informed
ORGANISE: Under control, on top of things
ADMIN: Under control, on top of things
SHOPPING: Fun, pleasure
BROWSING: Knowledgeable, informed
NEWS: Intelligent, thinking
INTEREST: A sense of freedom, escape
MULTIMEDIA: Amused, entertained
SOCIAL: Sociable, friendly
GAMING: Fun, pleasure
Entertainment Stimulation
ManagementReassurance
Connection
Empowerment

6. 46
72
39
19
21
12
24
55
46
37
27
86
98
93
81
79 80
87
92
89 89
70
The most frequent activities span this axis
I1: Frequency of online activities.
Bases: All respondents 48804
% DOING ACTIVITY DAILY
DAILY
EVER

7. Despite much lower daily use than email, social networking attracts the highest volume of usage
I3: Importance of online activities.
Bases: All respondents 48804
46
72
39
19
21
12
24
55
46
37
2.9
3.7
3.9
2.7
2.3
1.81.7
1.6
3.1
4.4
4.6
27
% DOING ACTIVITY DAILY
NO. OF HOURS SPENT ON ACTIVITY PER WEEK

8. 29
22
26
28
35
19
29
17
22
23
46
15
49
12
33
18
39
16
37
22
29
26
eCommerce is the least intrusive time to interact with consumers; target the path to purchase
I4: Intrusiveness of brand contact.
Bases: All respondents 48804
% ACTIVELY LOOKING FOR BRANDS
% WHO FIND BRANDS INTRUSIVE

9. Discover how the world lives online