Insights Regarding Interactive Online Consumers.

The Yankee Group has recently published a research Report, entitled “Interactive Consumers in the Twenty-First Century: Emerging Online Consumer Profiles, Access Strategies, and Application Usage,” that provides new insights as to how consumers are using the Internet for news, education, entertainment, shopping, and communications. The Report is based on survey data from approximately 3,000 U.S. households that participated in the Yankee Group’s Interactive Consumer Survey.

Data from the recently completed survey indicates that 46% of online consumers use the Internet at least weekly to gather information on products they are considering buying, and 24% now engage in online banking. In addition, online consumers are taking advantage of streaming audio and video while they are online. Of those who have ever viewed any form of online video, 42% indicate they have viewed streaming video of national news in the past three months. Other uses include watching “how-to” videos (13%), viewing streaming video footage of homes in real estate listings (8%), and engaging in distance learning and online education (5%).

“Consumers are seamlessly integrating their use of the Internet into the fabric of their daily lives, and it’s becoming more important than ever for businesses to understand how their customers—and potential customers—are using the Web to get things done,” says Paul Ritter, program manager for the Yankee Group’s Internet Market Strategies research and consulting practice. “In order to really connect with online consumers, and to gain new customers, it is critical to know what they do online, how they communicate with others, and what drives them to buy, watch, bank, learn, and work while connected to the Internet,” Ritter said.