Avenue A | Razorfish have published their annual Digital Consumer Behavior Study. They surveyed about 500 ‘connected people’ in the US. Here are some highlights of what they found and some recommendations they have for you.
Here are some of their statistics:
- 60% personalize their home/start pages.
- 56% use RSS
- Nearly 70% of consumers regularly read blogs
- 41% have their own blog or post frequently to blogs.
- 67% of consumers regularly watch videos on YouTube or similar sites
- 42% purchase music online
- 85% of consumers have watched a movie preview online before going to see the film at a theater.
- 58% of consumers have used a service to download or order films online
- 71% have watched a TV show online
- 91% relies on the web to get current news
- 62% bought something online based on personalized recommendations, and 72% find such services helpful
- 38% say that price is a key driver in deciding to buy on-line or off-line
- Only 17% specifically seek out a retailer that also has a bricks and mortar channel
- 50% said that social networks help keep them in touch with people
- 49% have uploaded a video in the past 3 months.
- 53% share bookmarks with others through services like de.lici.ious
- 55% state that user reviews have the greatest influence on their purchasing decision
- Only 32% have listened to music via their mobile phone
- 24% have watched videos on their mobile
- 37% have used mobile web services to check weather, news or sports headlines.
They also offer some advise on what to do now:”
1. Make Content Portable – Ride the personalization wave by making your content portable. RSS offers a great means for users to subscribe to your content and get frequent updates. Widgets enable consumers to have deeper and richer experiences with a Web site’s features and
functions anywhere.
2. Enable Consumer Ratings and Reviews – Ensure that consumers can contribute and access peer reviews. Retailers should enable consumers to rate and review products. Publishers should allow “commenting” whenever possible.
3. Invest in Online Video – Online video is the next great growth wave in the industry. Make sure all video assets become digitized and integrated with existing content and services. Look for near-term
advances in video advertising to help monetize the effort.
4. Think Beyond the Web site – Your Web site plays a much less central role in today’s consumer Web experience. Think about how search, advertising, social media sites and the blogsphere are related to your digital marketing efforts and invest appropriately.
5. Take Small Steps with Mobile – Mobile data usage is still nascent. Take a measured approach to investing and keep an eye on Apple’s iPhone for near-term breakthroughs.”
