New Studies On Web Usage

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Dec 28, 2008 by Mark Maier

Taking a look at "The Digital Future Through The Looking Glass" in a new study of 2008 trends of The Digital Future Project, conducted by the Center For The Digital Future at the USC Annenberg School For Communication brings to light some interesting statistics in how people are using the web...

"The number of hours online per week continues to increase, to an average of 15.3 hours per week, the highest level in the Digital Future studies.

The 10 most popular online purchases are books, clothes, travel arrangements, gifts, CDs, videos, electronic goods, software/games, products for hobbies, and computers/peripherals.

In a new question for the 2008 Project, 16% of Internet users said they go online to find or check a fact at least daily, while 7% of users go online daily or more often to look up the definition of a word.

21% of Internet users said that their home page is a search page more than double the response in 2005. Declining in the current study is the percentage of users who use an Internet portal, such as Yahoo, America Online, or MSN as their home page.

47% of users, when asked where they go online after they log in, said that their next destination is their e-mail account.

"In the current Project, these percentages of Internet users were involved in these activities at least weekly:

E-mail (96% )
Internet surfing without a specific destination (71%)
Looking for news online (60%)
Finding product information (43%)
Conducting online banking or other financial services (38%)
Instant messaging (37%)
Playing online games (35%)
Searching for humorous content (25%)"

If 60% of those online are looking for news, 43% are finding product information, and 25% are looking for humorous content, this gives you a pretty good combination that needs to be on your community web portal.

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