Study explores web usage habits

By Daniel Nolan topicIcon Internet News

Report sheds light on web usage

New data shows that web browsers typically use the internet to pursue existing interests rather than experiment with new ones, according to an industry expert.

Internet marketing guru Frank Reed made his comments on Marketing Pilgrim following the publication of the Consumer Behaviour Online: A 2009 Deep Dive report by Forrester Research.

The study reveals a 119 per cent rise in the number of hours spent online by the average US household between 2004 and 2009.

By contrast, the number of hours spent watching TV remained static and the number of hours spent reading newspapers offline dropped by 17 per cent.

But Mr Reed argued that one of the most important findings for marketers was how web browsers used the internet.