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What happens online?

Most of the time spent online was for doing personal stuff like checking social networks, emails and blogs, followed by checking out news sites, entertainment and search.

, ET Bureau|
Updated: Jun 06, 2011, 03.59 PM IST
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From being an important medium, the internet is increasingly becoming a mysterious medium. Everyone from the brand head to the account planner and even the media agency is trying to understand the medium. In a joint study released by Microsoft Advertising, MEC and Mindshare, called 'Living with the Internet - What is Driving Web Behaviour', the parties to the study have tried to make some sense of the medium. The trend consistent globally says more than 79% respondents planned the activity they want to do online in advance so as to stay focused and do more in less time. Japan topped the list of proportion of planned visits at 89%, followed by China: 76% and India at 72%. Most of the time spent online was for doing personal stuff like checking social networks, emails and blogs, followed by checking out news sites, entertainment and search.

Besides computer, consumption of the medium is also happening through a lot of other devices like the handhelds and notebooks. The study has categorized the time spent by respondents online under heads of information; communication; creation; transaction; entertainment and surfing. The highest time is spent by respondents is on checking email (49% of the time), followed by seeking information (35% of time). The study highlights a very interesting aspect of how internet consumption varies according to the mood of the person going online. A person in good mood mostly seeks entertainment; a bored person would seek information and surf the net; in a serious mood most online users would do some kind of transaction while if he is in a bad mood he may either perform some transaction or create some content online.

This is the second time that the three partners are conducting this study, the last one was released in 2007 and predictably the findings are quite different from back then. The study was undertaken across 11 countries -Brazil, Canada, China, France, India, Japan, Mexico, Russia, Spain, UK & US and focused on 7,000 participants aged between 16 & 54 years.
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