Trends Report

Consumers' Behavior Online: A Deep Dive

Behavioral Targeting Is A Gold Mine For Interactive Marketers

January 4th, 2007
Ted Schadler, Vice President, Principal Analyst
Ted Schadler Vice President, Principal Analyst
With contributors:
Heidi Shey , Remy Fiorentino

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.

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