The digital world today is an amalgamation of multiple digital touch points, often simultaneously. Microsoft Advertising, MEC and Mindshare released a study entitled ‘Living with the Internet – What is Driving Web Behavior’, designed to better understand the nature of time spent online across the world. The findings of the Living with the Internet study provide a number of compelling insights about how consumers are behaving on the internet and what this means for advertisers. With such dynamics in place, marketers need to take a smarter approach to online media by making a brand’s presence fit more naturally into a user’s experience. The study also captures insights on usage patterns across devices and finds that 34 per cent of smartphone usage is primarily for seeking information and content sharing, while 33 per cent of notebook usage isfor transactions and entertainment.
More than half of the people on the internet, irrespective of what their motivation for being there are, are multi-tasking. In an increasingly connected and multi-tasking world this means, that brands need to create strong somatic markers for themselves.
The study finds that spontaneous activity on the internet has halved in the last two years as consumers, conscious of the addictive nature of the web, try to stay focused and make better use of time spent online. This trend is consistent globally, as worldwide more than 79 per cent of respondents said that they had planned their activity on the internet in advance so that they could stay more focused and do more in less time.
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