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Aug 6, 2009 by Mark MaierSomething called the Ruder Finn Intent Index has a line on "Why People Go Online" and the results are very interesting according to Radio Sales Today....
"Intent Index Survey Results:
Socialize
? More than twice as many people go online to socialize (81 percent) than to do business (39 percent) or shop (31 percent). 72 percent of people go online just to become part of a community.
? Seniors are going online today for the same reasons younger people are; to have fun (82 percent) and to socialize (80 percent).
? More people go online to connect via a social networking site (41 percent) than to post comments or opinions (34 percent).
Learn/Have Fun
? More people go online to be entertained (82 percent) than entertain others (48 percent).
? People seek education and entertainment: most people go online both to learn (88 percent) and have fun (83 percent).
? Almost half of people (47 percent) go online to learn to improve themselves and nearly one-third (31 percent) to find self-help experts or books.
? The desire to learn drives people to the Internet; top areas are new subjects (68 percent), the world (65 percent), a disease or condition (61 percent), eating healthier (55 percent) and managing finances (37 percent).
Shop/Engage in Commerce
? Three times as many people go online to compare prices (66 percent) rather than people via dating sites (21 percent).
? E-commerce isn't dead -- one-third of people (34 percent) go online to purchase an item; tops are household items (49 percent), electronics (45 percent); music (35 percent), movies (29 percent), and school/work supplies (29 percent).
? More men (42 percent) than women (36 percent) go online to do business.
Express
? Women comment, men read: 55 percent of women go online to find venues for personal expression compared to only 43 percent of men.
? The age of blogs: 44 percent of people go online to create or update blogs and 42 percent of people go online to read other people's blogs.
Escape
? The Internet offers young people the escape through anonymity they seek out: nearly half (48 percent) go online to be invisible on instant messaging, 29 percent to create an avatar and 28 percent to be somewhat different.
Advocate
? Women (48 percent) are much more likely than men (39 percent) to go online to advocate for an issue or position."
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