Forrester survey finds first ever decline in people ‘using the internet,’ but a changing notion of ‘being online’
A survey measuring people’s internet use used to be a fairly simple thing. If you dialed up to your ISP and logged onto CompuServe or AOL, you were “online” until you disconnected. Even in more recent years, you were “online” for as long as you were looking at a web browser or a chat window. But things have gotten more complicated as we’ve grown more mobile and connected than ever, and that’s now resulted in the first ever decline of people “using the internet” in Forrester’s annual survey since it began asking the question in 1997. As AllThingsD reports, this year’s survey found that people spent an average of 19.6 hours per week using the internet, compared to 21.9 hours in 2011. According to Forrester’s Gina Sverdlov, however, that’s not due to a shift back towards TV or other activities, but to a changing notion of what “being online” means to individuals. As she puts it, “given the various types of connected devices that US consumers own, many people are connected and logged on (automatically) at all times,” and that “the internet has become such a normal part of their lives that consumers don’t register that they are using the internet when they’re on Facebook, for example.” The full report isn’t available to the public, but you can find a few more details from it at the links below.
Filed under: Internet
Forrester survey finds first ever decline in people ‘using the internet,’ but a changing notion of ‘being online’ originally appeared on Engadget on Wed, 17 Oct 2012 18:22:00 EDT. Please see our terms for use of feeds.
Here’s A Terrifying Chart For Those Hoping For Lots More Growth In Online Advertising (GOOG, YHOO, AOL, FB, LNKD)
Finally: We can put to rest a long time industry excuse.
It used to be that big time executives at companies like Yahoo, AOL, and Facebook could explain away ad revenues that weren’t big enough or growing fast enough by pointing out that so far, online ad spending has not been proportional to the amount of time consumers were spending online, and that this was bound to change, and when it did, boom times were ahead.
The argument was: New York ad buyers are way behind the times, and they just don’t get it yet.
Well, don’t look now, but according to this chart Mary Meeker’s latest presentation on the state of the Web, Internet ad spending, 22% of total ad spend, has just about caught up with time spent online, 26%. That ratio is fairly comparable to old mediums like TV (43/42) and Radio (15/11). Just the last time Meeker gave this presentation, the ratio was 16/22.
Attention Facebook, Yahoo, and AOL execs: Your excuse has expired. Ad buyers are spending a commensurate amount of money on your medium as any other. Now your products have to perform better.
Google recently announced it was unifying its privacy policies and would be sharing the data it collects about users between all of its products, starting March 1st. That means your web searches and sites you visit will be combined with other Google products like Google Plus and YouTube. If you’d rather avoid that, the Electronic Frontier Foundation reminds us you can remove your Google search history and stop it from being recorded.
Turning off search history is one of the top Google settings you may already know about anyway if you didn’t want Google recording any sensitive searches (health, location, interests, religion, etc.), but with Google becoming more like AOL these days, now’s as good a time as any to check if you’ve got your web history paused or not.
If you’re not logged into Google already, log in. Then, go to https://google.com/history. Click “remove all Web History” and “OK”. Doing so will pause the recording of your searches going forward until you enable it again.
One thing to note, says Herman: “With Facebook only now starting to monetize their platform, you can start to see how big an impact they could have on the dominance of the digital advertising landscape.”
- Employees On Google Apps Can Now Sign Up For Google+
- Google+ Aims At Twitter With New "What’s Hot" And Analytics
- CHART OF THE DAY: Spotify Is Adding Users Fast – But It Has A Long Way To Go
United States citizens now spend roughly 16% of their total time online on Facebook. That’s an enormous figure.
In Q3 2010, the number was around 10% and it shows no sign of slowing down. That is bad news for Google, Yahoo, Microsoft, and AOL, which are struggling to compete. Of those four, only Google increased over the last year but not even the search giant could match Facebook’s growth.
- BEFORE THEY WERE FAMOUS: Tech Executives Before You Knew Who They Were
- Guess Who Made The Highest Bid For Hulu
- Microsoft Needs A New Business Model For Windows 8 Tablets
Bing search volume continues to drop despite tons of ads and cheating — redirecting traffic from live.com, msn.com, microsoft.com, and windows search (see also – http://bit.ly/7qDBEz) .
The Nielsen Company today reported December 2009 data for the top U.S. Search Providers.
MegaView Search data – including total searches, unique searchers, search share, and all other search figures – cannot be trended with search results prior to October 2009 due to recent methodology changes.
Searches represent the total number of queries conducted at the provider. Example: An estimated 6.7 billion search queries were conducted at Google Search, representing 67.3 percent of all search queries conducted during the given time period.
versus Oct 2009 numbers from hitwise
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Coke vs Pepsi vs Dr Pepper
- Marketing Costs Normalized to CPM Basis for Comparison
- 3G calling, no registration, and totally free
- AOL's Plan To Steal TV Ad Dollars Is Totally Working
- The Top Endorsement Earners In Each Sport
- drag2share: The Most Pinned Brand On Pinterest Doesn't Even Use A Pinterest Account [THE BRIEF]
- Groupon launches Breadcrumb iPad app, vows to not be a typical POS
- HP Mini 311 Nvidia ION Netbook Hackintosh'ed
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
- Digital + Traditional = Unified Marketing
- May 2013 (66)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (94)
- August 2012 (92)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (23)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (12)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)