For Interactive Marketing Professionals

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	January 4, 2007 Consumers' Behavior Online: A Deep Dive Behavioral Targeting Is A Gold Mine For Interactive Marketers by Ted Schadler with Remy Fiorentino, Heidi Shey	Average: 10  (6 ratings)

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Executive Summary

Forrester tracks more than 150 activities, diving deep into 38 common and emerging media, shopping, communications, entertainment, and social networking online activities. The results are sometimes surprising. For example, shopping is only an occasional activity; receiving photos via email is the fastest-growing activity; instant messaging use is growing only among younger consumers; and PC time has surpassed TV time, even among Gen Xers. But the real value of tracking online behavior is that it helps interactive marketers and tech product marketers identify and target the best consumer segments.

TABLE OF CONTENTS

• Survey Questions Reveal Online Behavior
• Consumers Spend More Time Online Every Year
• Online Activities Mirror The Offline World . . .
• . . . And Grow When Their Value Expands
• Gen Yers Adopt Internet-Native Activities
• Target Consumers Based On Online Behavior

RECOMMENDATIONS

• Behavioral Targeting: A Streaming Video Example
• Supplemental Material
• Related Research Documents

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