14 DAY TRIAL // A new study by Ruder Finn Intent Index shines some light on the intent and motivations for going online, while also proposing a new perspective on demographics. The study shows that 63 percent of Americans go online to try to change others' opinions or express their contrasting views on the discussed topics.
"Intent is the new demographic," Kathy Bloomgarden, Ruder Finn co-CEO, said. "Delving deeper into the underlying motivations of online behavior is critical to developing proactive strategies. Just being online is not enough to leverage digital channels to drive business imperatives. Audiences must be targeted based upon their intent."
The study also found that 80 percent of people go online to socialize, which is more than double the percentage of those using the Internet for shopping or business purposes. The reasons for going online don't vary too much with age, as young people show the same motivations as seniors, with 82 percent using the web to have fun and 80 percent to socialize. This homogenization makes the research firm claim that regular demographics are becoming increasingly irrelevant in the online world.
"The Intent Index shows a congruency and similarity among Internet users regardless of traditional demographics," Marty McGough, director of Ruder Finn Insights, added. "This marks a real paradigm shift in how we use online communications tools."
Some of the top reasons for going online are learning, for 88 percent of the individuals looked at, having fun, for 82 percent, and socializing, for 81 percent of them. Communities are a big part of the Internet's draw, with 72 percent of those surveyed going online for this reason. Social networks are the preferred mediums for communities, with 41 percent using them, while only 34 percent express themselves by posting comments or opinions.
Michael Schubert, chief innovation officer overseeing digital strategy at Ruder Finn, explained that, "The way the Internet has allowed us to share knowledge laterally instead of up the chain of command requires a new way of thinking about our online communications. The Intent Index underscores the importance of knowing what people seek, and how we, as communicators, can intersect with what they're looking for."