Wednesday, October 04, 2006

How do consumers find web sites in 2006?

According to a new report from Forrester, it's via search and powerful yesteryear media sources. This intuitively rings true, most people seem to start with Google, but also treated the BBC and newspaper sites as key touch points. e.g. FT / Guardian etc. The way of looking at it helps to explain the radical differences in 18-26 year olds, who haven't experienced a media landscape dominated by a few dinosaurs, so they are much more driven by word of mouth (WOM).

Executive summary

"The majority of today's Web users have been online seven years or more, and their site-seeking behavior has become familiar to marketers: search dominates, word of mouth follows closely, and traditional advertising comes in a healthy third. But is Web users' behavior really so routine? Forrester's North American Consumer Technology Adoption Study data shows that, while all users rely on search, generations show strong affinities for media that were in their heyday when they came of age. To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors."

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