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ID:40637276
大小:2.25 MB
页数:16页
时间:2019-08-05
《Living with the Internet Research (1)》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
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
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