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BizReport : Research archives : September 28, 2010

IAB: People spend nearly 2,000 minutes/month online

When it comes to 'finding' consumers, most marketers know they need to look online. But the scope of the Internet is changing and so is the way that consumers are engaging with the Web. A new report from the Interactive Advertising Bureau (IAB) indicates that consumers are spending nearly a full day online each month, giving marketers more opportunities to engage.

by Kristina Knight

iab.gifThe key, of course, is to approach consumers who are open to your products or services at a time when they may want to engage. This is not easy, but by profiling online consumers, brands and marketers do have better chances to engage consumers during the 1,800-plus minutes they are online.

According to the IAB:

• More than 213.5 million unique consumers logged on to the Internet in July 2010 (US)
• On average, each person spent 1,828 minutes online (month)
• In the UK, consumers spent upwards of 2,000 minutes online (month)
• Most online activities are free - email, social networks, mapping sites

Older and more affluent consumers are spending the bulk of their time with travel and news hubs, while younger consumers may visit social networks more often.

Because many consumers continue to look for free online activities, with advertising subsidizing their activity, advertisers are in a unique position to offer more than static ads. Engaging the consumer through content and then asking what they want from your brand, offering a coupon or engaging them through game play are all options that are available and yet may be under-used by the marketers.

The key is to first engage with publisher content, which means the ads need to be contextually and semantically relevant. From that engagement point, brands need to offer interactivity, whether asking for opinions or offering something of substance.

Tags: IAB, Interactive Advertising Bureau, online advertising, online demographics

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