An estimated 60 per cent of female internet users on the MSN
website click on banners, according to a new survey. The report also
found that 30 per cent of women who click on ads go back to the
advertiser's site at a later time.
A high 78 per cent of the 2,222 women polled said they go online to get
product information before spending, with 60 per cent claiming it helped
save them time when shopping. The report was commissioned by MSN with
Millward Brown IntelliQuest.
Separately, a new study by Nielsen NetRatings and Booz Allen & Hamilton
has categorised seven types of internet users. The study takes a new
approach in not categorising users by demographic, attitudinal data, but
rather by creating groups based on their internet usage occasions. The
researcher dubbed this as "occasionalisation".
This included "Quickies", "Just the facts" and "Single mission", who
spend less time online and are unlikely to notice ads. "Do it again"
users returned to sites and were willing to click on banners.
"Loitering" users spend longer time online. "Information, Please" users
spent long periods online, while "Surfing" users spent the most time
online and were most open to marketing messages.
