October 3, 2006

How Consumers Find Web Sites In 2006

Generations' Media Habits Shape Their Site-Finding Behavior

by Charlene Li

with Peter Kim, Chloe Stromberg, Tenley McHarg

Executive Summary (This is a document excerpt)

The majority of today's Web users have been online seven years or more, and their site-seeking behavior has become familiar to marketers: search dominates, word of mouth follows closely, and traditional advertising comes in a healthy third. But is Web users' behavior really so routine? Forrester's North American Consumer Technology Adoption Study data shows that, while all users rely on search, generations show strong affinities for media that were in their heyday when they came of age. To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors.

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