100% of internet users surveyed in Q2 2009 went online to pass the time, according to new research from Ruder Finn.
Other reasons given were education, connecting with others, researching and sharing.
The least common intentions when logging on were to make purchases, manage finances, comparison shop and join causes.
Kathy Bloomgarden, Ruder Finn co-CEO, said: “Intent is the new demographic. Delving deeper into the underlying motivations of online behaviour is critical to developing proactive strategies.”
Overall, Ruder Finn divided online activities into six categories, starting with the most common:
- Learn
- Have fun
- Socialize
- Express oneself
- Advocate
- Do business
- Shop
Men were more likely than women to go online for business, entertainment and to keep informed on news and current events, while women were more likely to use the internet to advocate for a cause or issue, express themselves and socialize.
More than two-thirds (69%) of young adults ages 18 to 29 posted comments on social networking sites, 55% played games and 50% went online “specifically to rage against a person or organization”.
Recent figures from Nielsen Online showed that the number of American children between ages two and 11 who go online totaled nearly 16 million in May 2009 and comprised 9.5% of the active internet-using universe in the US (see 16m American children online in May).
Recent research from The Media Audit revealed that the average US adult has nearly doubled their daily use of the internet as the average US adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008 (see Average US adult doubles daily internet use).
