Promotion marketers are way ahead of the game when it comes to driving consumers to the Web and using the interactive medium to build sales, disseminate information or to just create some plain ‘ol fun.
That’s a big advantage considering that a new study suggests that mature Internet markets, including the U.S., have shown minimal to flat growth in Internet user’s time online at home, forcing online companies to evolve their business to stimulate additional Web growth.
“As the Internet has officially become an important part of our lives, the U.S. is primed for the next ‘big thing’ to spike Internet usage,” said Kaizad Gotla, senior Internet analyst, Nielson//NetRatings, in a statement. “There are many opportunities ahead for companies online, but if they just continue to do what they’re doing today, they’re only going to move sideways.”
In addition to the U.S., flat growth was seen in other mature Internet markets including Brazil, Germany, Spain, Switzerland, Sweden and the U.K., according to Nielsen//NetRatings Gloal NetView Analysis. The study said that growth opportunities exist in several emerging markets including Australia, France, Hong Kong, Italy and Japan, which showed double-digit increases in time spent online at home.
“Acquiring users in markets that are currently in their growth stages will lead to a loyal user base that will pay dividends for Internet companies in the future,” Gotla said.
Americans spend an average of nearly 14 hours online each month, which is close to the worldwide average. Hong Kong surfers spend the longest time, averaging nearly 22 hours. Italians ranked on the lower end of the scale with about eight hours, Nielsen//NetRatings said.
The majority of usage growth has come from an increased frequency of access or user session growth, the study found.
“Shifts in media consumption, steadily improving online offerings and growing broadband penetration are likely factors in growing the number of online user sessions on a global basis,” Gotla said.
The study tracks the Web usage behavior of 12 countries worldwide, which accounts for 70% of the world’s Internet usage.
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