Consumer Behavior Online: A 2009 Deep Dive

July 27th, 2009

Jacqueline Anderson

With contributors:

Reineke Reitsma , Bailey Liackman

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.

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