Study: Media, Technology Win Out Over Friends, Family
DOTAS – Consumers are spending twice as much time with media and three times as much time with technology compared to the time they spend with friends and family, according to a new study from Yahoo Inc. and Media Contacts.
Perhaps unsurprisingly, the number of sites consumers are “deeply” engaged with is “extremely” small, Yahoo reports. Out of 85 different sites users visited on average over the course of one month, people were deeply engaged with an average of 1.5 of those sites, or less than 7% of total Web sites – good news for online advertisers.
“This research takes a Web-wide view of consumer behavior and simplifies what at first glance can appear to be a very complicated digital landscape,” said Vanessa Colella, senior vice president of insights for Yahoo. “The huge ‘a-ha’ here is that, any way you slice it, the number of sites users engage with in a truly substantial fashion is finite in the extreme; and, for precisely that reason, important and valuable for advertisers.”
The study found that the sites consumers engage with most are usually visited daily; consumers have been visiting them for roughly 4.5 years, demonstrating trust and loyalty over time; consumers are spending more than one-third of their time with these sites. Consumers are also 13% more likely to pay attention to ads on their trusted sites than on less-familiar sites.
Yahoo and Media Contacts conducted the study among comScore’s one million U.S. panelists during May 2008 as well as executing a cluster analysis on 12+ million passively observed site-user paired data points. Yahoo and Media Contacts also surveyed 800 users during July 2008 linked to comScore’s data-driven segments for a single source design which included data about their importance, the role of advertising and comparisons to offline media.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
Latest News
- Layoffs: A Holiday To Remember December 4th 2008 ADOTAS — A lot of unhappy people will be hitting [...] more »
- Credit Card Free Fall December 4th 2008 ADOTAS — The Internet will end as we know it [...] more »
- Marketers Not Poking Facebook December 4th 2008 ADOTAS — Top marketing people still don’t view social networking [...] more »
- The Rich Still Have More Fun December 4th 2008 ADOTAS — As everyone drowns in the economic tsunami, the [...] more »
- Microsoft buys Yahoo talent December 4th 2008 ADOTAS — By the time Yahoo has a CEO, it [...] more »
- Suing The (Ad) Messenger December 4th 2008 ADOTAS — First it was the media’s fault. Now it’s [...] more »
- Reality Bites Google December 3rd 2008 ADOTAS – Google’s era of open-handedness is screeching to a [...] more »
Features
- Small Business Survival: Geographical Targeting, Audience & Intent December 4th 2008
- Down Year Will Bring Opportunities December 3rd 2008
- Mobile to the Rescue December 2nd 2008
- Ideas On Effective Management December 2nd 2008
- Quality Video: DIY (Cheap) or Else December 1st 2008
Spotlight
Mobile to the RescueADOTAS EXCLUSIVE — The industry is still wary about mobile advertising — does it work, how significant is the ROI [...] more...
Reader Favorites
Classifieds
Recent Comments
- Edward: Ivan, I appreciate your post. I think we do a good job, especially in our
- Ivan: I'm getting tired of all these negative articles. Why not focus on how to make
- Sid Blair: I was laid off several months ago from my agency and while I haven't found
- Hudey: This article doesn't mention our technology, but it's as if this article was written about
