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	December 13, 2010 (updated May 18, 2011) Understanding The Changing Needs Of The US Online Consumer, 2010 An Empowered Report: How Online And Mobile Behaviors Are Changing by Jacqueline Anderson with Reineke Reitsma, Erica Sorensen, Michael Munsell

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Executive Summary

For the first time ever, the average US online consumer reports spending as much time online as he or she does watching TV offline. Trending data from 2007 shows that while consumers are continuing to expand their online behaviors, they are more selective about what they're doing online. Many behaviors are limited to a select group of users. But as consumers are streamlining their behaviors on the "traditional" Net, they are also increasingly expanding their activities to the mobile Internet. The Technographics® data presented in this report will help market research professionals understand the existing online landscape as well as prepare for where online consumer behavior is headed.

TABLE OF CONTENTS

• Consumers Reveal Their Online Behaviors
• Broadband Becomes The Norm
• The Adoption Of Online Activities Varies Widely
• Advanced Mobile Activities Continue To Gain Ground

WHAT IT MEANS

• The Key To Deciphering Consumers' Online Behaviors Is To Look To The Future
• Supplemental Material
• Related Research Documents

This is an excerpt

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