Living With the Internet: What is Driving Web Behavior

LIVING WITH THE INTERNET WHAT IS DRIVING WEB BEHAVIOR LEGEND: O Information O Communication O Creation Transaction Entertainment eSurfing O PLANNED VS SPONTANEOUS ONLINE ACTIVITY Internet users in India are planning the majority of their online visits better, although online shopping and creative activities remain spontaneous . 19% 19% 20% 44% 48% 40% PLANNED 81% 81% 80% UNPLANNED 56% 52% 60% MODE/ MOTIVATION O INTERNET 'ROUTINE' All web sessions begin in the more personalſintimate zones then move to public destinations before returning back to the intimate zones. INTIMATE ZONES PUBLIC ZON ES START OF JOURNEY SOCIAL NETWORKS BLOGS, FORUMS, RSS & SPAČES NEWS UPDATES EMAILS ENTERTAINMENT Check for messages and respond Log into any forums or blogs to get updated Log in and reply to any messages Google News, BBC etc. YouTube etc. Throughout the journey, Instant Messenger is always on as is music (iTunes/YouTube) END OF JOURNEY SOCIAL NETWORKS BLOGS, FORUMS, RSS & SPAČES INFORMATION SEARCH ONLINE SHOPPING/ BANKING EMAILS Final check of social network Final check of forums or blogs Check emails again Google, Wikipedia etc. Amazon, eBay etc. O MOTIVATIONS FOR GOING ONLINE BY DEVICE O MATCHING MODES AND MOODS Handheld devices are used for specific, one-off tasks rather than accomplishing a lot of activities in one sitting. Different motivations for using the internet associated with certain moods FRUSTRATED OO TOTAL* OPEN MINDED GOOD MOOD ALL DEVICES 35% 49% 14% 12% 22% 14% 1.46 ......... DESKTOPS 36% 50% 13% 12% 23% 16% 1.50 BAD MOOD BORED LAPTOPS 33% 51% 15% 13% 23% 12% 1.47 LIGHT-HEARTED INQUISITIVE ......... HANDHELDS 31% 40% 16% 9% 20% 10% 1.26 SERIOUS O * Total number of motivations per occasion Microsoft Advertising mec: MINDSHARE,