Living with the Internet Research (1)

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1、LIVINGWITHTHEINTERNET:aglobalstudyofwhat’sdrivingwebbehaviorIntroductionIn2007weconductedthefirstWealsoexpandedtheresearchstudycalledContextMatters,toincludeagreatervarietywhichsoughttounderstandofmarketstounderstandhowwhatdefinespeople’swebemergingmarketsmaybeusageinsixcountriesandt

2、heirdifferentfrommoredevelopedrelativelevelsofreceptivitytowebmarkets.advertising.In2009and2010wereplicatedthestudyinfourofthesixmarketstotrackhowwebbehaviormayhavechanged.Thisreportdocumentstheshiftswesawinwebusage,providingcompellinginsightsintohowadvertisingmaybemoreengagingacross

3、differentsegmentsofaudiences.Italsoreconfirmedtheearlierlearningthatthemotivationandthereforecontextofagivenwebsessionaffectsadvertisingreceptivity:thecontextofwebusagedoesmatter.Thisreportsummarizesthekeyfindingsfromthisstudy.02What’schanged,Whathasn’t?Aswefoundinour2007study,thesam

4、esixbasicmotivationsdrivingwebusagestillapplyin2010.Theseare:010203Information:Communication:Entertainment:>Findingoutaboutaspecifictopicor>Loggingontoadiscussionforum>Watching/downloadingvideoclips,newsstoryoronlinecommunityTVshows(short-andlong-form)>Findingoutaboutaspecificproduct

5、>Pickingup/sendingemails>Listeningtoordownloadingmusicorservice(e.g.,traindeparturetimes)>ChattingonIM>Playinggames>Keepinguptodatewiththenewsor>ChattingonVOIP(i.e.,phonecallsahobbyovertheinternetviabroadband)040506Creation:Transaction:Surfing:>Updatingblog,weborprofilepage>Payingbil

6、lsorcheckingabank>Nospecificplanorpurpose>Uploadingvideoaccountonline>Justbrowsing/surfing>Uploadingphotos>Shoppingforitemsororderingsomethingonline>Visitinganauctionsite(e.g.,eBay)Communicationstillleads,butCreationnowmorewovenintoactivitiesAsin2007,Communicationaccountsforthelarges

7、tshareofwebsessions.Itisthebiggestdriveramongmotivationsandconsequentlyaccountsforthemostwebsessions.ShareofalldailywebsessionsbymotivationAmongall10Motive/intentActualactivitycountries(planned)*Communication57%32%Amongallwebactivitiesundertakeninatypicalday,emailtakestoprankingamong

8、Information4