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For Marketing Leadership Professionals

Consumers' Behavior Online: A 2007 Deep Dive

Internet Use Is Up Dramatically, But Offline Media Still Holds Its Own

April 18, 2008

By Ted Schadler, Remy Fiorentino with Michelle de Lussanet de la Sabloniere

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Why Read This Report

Forrester has surveyed US heads of household about their technology use for 10 years. We track more than 175 online activities relevant to consumers' daily lives, and we dive deeply into 48 media, shopping, communications, entertainment, and social networking online activities to understand how they are changing over time. Now that broadband is replacing dial-up as the most common access method, consumers are spending more time online engaged in dozens of different activities. This deep dive into consumers' behavior online will arm market research professionals with the tools they need to bring facts and insights into their company's marketing and strategic planning discussions.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Electronics & Technology, eCommerce, eCommerce Adoption, Home Networking, Media & Entertainment, Online Shopping
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TABLE OF CONTENTS

  • Survey Questions Reveal Online Behavior
  • Internet Adoption And Usage Have Increased Dramatically Since 2005
  • Reality Check: Only 6% Of Heads Of Household Use Online Media Daily
  • Laptop + Home Network = More Online Activities
  • Online Access And Behavior Vary By Gender, Age, And Income
  • Internet Use Is Up, Yet Offline Media Has Held Steady

  • WHAT IT MEANS

    Communication, Shopping, And Entertainment Will Continue To Shift Online
  • Supplemental Material
  • Related Research Documents
 
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