The question of what people desire when they go online is a conundrum that has puzzled many. Whether it's for leisure, work, or something else entirely, understanding a user's motivations once they log on is crucial. However, there seems to be a lack of consensus among experts on what exactly these desires are. Some view the internet as a vast playground for advertising, assuming that flashy content can lure users into paying attention to their products and services. Others believe that users are primarily seeking entertainment online, and thus, they craft messages designed to persuade while entertaining. Yet, the reality might be that users have and desire more control than we give them credit for.
Currently, webmasters seem to be in control. However, in an ideal digital world, users would be the ones holding the reins. Two recent studies, one conducted by Zatso and the other by the Pew Research Center, shed light on this issue. Despite their unconventional names, both studies provide valuable insights into what people want to do online.
The answer, as it turns out, is quite practical: people want to accomplish something online. They are not aimlessly surfing the web in hopes of stumbling upon a digital treasure. Instead, the average internet user is goal-oriented, interested in finding information and communicating with others.
The Zatso study, titled "A View of the 21st Century News Consumer," examined people's news-reading habits online. It found that reading and getting news was the second most popular online activity after email. This suggests that email is the top activity, prompting the question, "How can this be capitalized on?"
One in three respondents reported reading news online daily, with their interests expanding geographically. Local news was of the most interest, while U.S. news was the least. Personalization was seen as a benefit, with 75% of respondents wanting news on demand and nearly two-thirds wanting personalized news. Respondents liked the idea of controlling the news they saw, feeling more equipped to select what they wanted to see than a professional editor. Once again, control seems to be the key issue.
The Pew Research Center study revealed that regular internet users felt more connected with their friends and family than those who didn't use the internet regularly. Almost two-thirds of the 3,500 respondents felt that email brought them closer to their loved ones. This is significant considering that 91% of them used email regularly.
So, what were people doing online when they weren't using email? Half were regularly going online to purchase products and services, and nearly 75% were searching for information about their hobbies or planned purchases. Sixty-four percent visited travel sites, and 62% visited weather-related sites. Over half conducted educational research, and 54% were looking for health and medicine information.
Surprisingly, 47% regularly visited government websites, and 38% researched job opportunities. Instant messaging was used by 45% of these users, and a third played games online. Despite media hype, only 12% said they traded stocks online.
What does this mean for e-marketers? If you're building a site for goal-oriented consumers, you need to ensure that you can facilitate their seeking. Rather than focusing on entertainment, flashy content, and unnecessary splash screens, the most effective sites are those that help people get the information they want when they need it. Straightforward data, information that invites comparison, and straight talk are going to win the day.
A client of mine, who runs a retail location and doesn't sell anything online, showed me his website. Despite its lack of glitter and special effects, he said it has been the biggest moneymaker in the history of his 35-year-old company. He wondered how his site could be so successful without any razzle-dazzle. Now, you know the answer.
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