For Consumer Market Research Professionals

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	July 27, 2009 Consumer Behavior Online: A 2009 Deep Dive by Jacqueline Anderson with Reineke Reitsma, Bailey Liackman	Average: 8  (2 ratings)

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Executive Summary

The Internet is embedded more than ever into consumers' lives, and they are not turning back. People's online behaviors are becoming more integrated into their offline interactions, and it's critical that companies understand where and how to reach them across media channels. Annually, Forrester analyzes online activities, and we've uncovered distinct patterns in how different consumer segments use the channel. Our 2009 data shows a stabilization of consumers' overall time spent with online media. However, engagement with the online channel has deepened, as evidenced by the widespread adoption of such activities as social networking. By taking a deep dive into the range of these behaviors, market researchers can better segment and target their consumers.

TABLE OF CONTENTS

• Consumer Help Track Their Own Online Behaviors
• Broadband Adoption Continues To Grow
• Online Activity Trends Illustrate Consumers' Online Engagement
• Different Groups Of Consumers Use The Internet Differently

WHAT IT MEANS

• As The Web Matures, More Consumers Specialize Their Use
• Supplemental Material
• Related Research Documents

This is an excerpt