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.
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