business news in context, analysis with attitude

  • A new study out from The Pew Internet & American Life Project offers some fascinating statistics suggesting the extent to which the Internet has become a regular, even indispensable, part of American life.

    According to the study, “fully 88% of online Americans say the Internet plays a role in their daily routines. Of those, one-third says it plays a major role, and two-thirds say it plays a minor role. The activities they identified as most significant are communicating with family and friends and finding a wealth of information at their fingertips. And 64% of Internet users say their daily routines and activities would be affected if they could no longer use the Internet.”

    More than nine of out ten people surveyed say that the Internet is a good place to get everyday information; 85 percent say it is a good place to communicate with others; 75 percent say it is a good place to conduct “everyday transactions”; almost seven out of 10 surveyed say it is a good entertainment resource; seven out of ten people go online everyday or more than once a week to get news, while more than 60 percent do the same thing to get sports scores.

    Only about a third of people who use the Internet regularly say they are watching videos online, however.

KC's View:
Tomorrow’s customers – the ones for whom we should be building our businesses today – will use the Internet even more regularly for more facets of their lives. They have no allegiance to traditional modes of shopping – any shopping – and it is the retailers understanding this that will survive in the long-term.