For Consumer Product Strategy Professionals

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	November 16, 2007 Benchmark 2007: Communications And Commerce Outstrip Content Online Online Activities: Users Engage Most With Photos by Charles S. Golvin with Ellen Daley, Remy Fiorentino, Heidi Shey

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Executive Summary

Consumers enjoy an increasingly broad range of activities when online, yet the number of applications used by a majority of online consumers is very small: 94% use email and 54% research products for purchase. Communications comprise the most popular activities and appeal to a broad range of consumers, whereas the next most popular category, commerce, appeals primarily to Early Adopters. Photo-related activities are more popular than music and video online, yet they are more exclusive because nearly half of online photo enthusiasts don't engage with audio and video online.

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