Who is looking at your website?
Amongst the typical blog discussions on online advertising and search behaviour, details about who you are actually targeting are often missed out.
Who is it looking at your website?
There are some good recent stats from 2008; according to the Internet Advertising Bureau, there are now 32m people online, which accounts for 65% of the total adults in Great Britain, and 76% of internet users are now going online every day or most days.
The most popular online activities are as follows:
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Using email - 29.9m
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Sourcing info on activity/interest - 24.5m
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Site of a particular brand or product - 22.6m
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Compare prices - 20.8m
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Travel plans - 17.8
Other than email, you could argue that the four remaining activities all drive online spending. 21.3m people now shop online in the UK and spent an average of £661 each in the six months before August 08.
All very interesting information, but how does it relate to you?
Don’t forget that you can target your online ads to try and get a share of this market. For instance, research shows that women aged 25-34 spend more time online than men of the same group and even back in 2007, the over 50’s account for nearly 30% of time spent online.
You can turn consumer behaviour to your advantage. For example, why not try and find out if your target audience searches at a particular time of the day and gear your adverts towards them?
