A Recent Study Showed 74% of Online Adults use the Internet to pass the time
A recent study by the Pew Research Center’s Internet & American Life Project found that adults use the internet for ‘no particular reason’ and as a way to pass the time. People browsing the web lack purpose, and this is something marketers need to keep in mind while crafting their next campaign. Since adults view the internet as a ‘destination for fun’ it is imperative that companies and marketers utilize some of the fun outlets online in their attempts to grow their business.
There are a few things you should take away from this study. The first being that the Internet is immersing itself as a major aspect of many people’s lives. They interact with people, watch videos, read articles, search Google, create shareable content, share content, and the list goes on and on and on. If this is how people are spending time, marketers need to find a way to catch the attention of people ‘just looking to have fun’.
It is no wonder that funny videos go viral, these videos are shareable content that people want to see. This is also why people continually share images and info graphics. The second key take away from this study is that you need to make your company ‘Shareable’. Social networks are the medium by which people share the latest findings online. Your company needs to market itself in ways that make people want to pass the word along.
Social begets Sharing
During a twitter hashtag chat the other day, #smmeasure, one of the questions was ‘Do you expect to see more social networks emerge in 2012′. Most people quickly said ‘yes’ or ‘Of course, let’s see them’. I took a much different approach to the question. Companies shouldn’t try to build social networks, Facebook, Twitter Google+ and LinkedIn are covering the market pretty well. Not to mention, people still use specialized forums to discuss various topics in depth. Companies need to find a way to utilize social marketing, but more importantly craft services that are a their very foundation social.
What do you think of this study? How would you design products/services that are social by nature?