The web and mainstream consumer behavior in 2007

Henry Blodget recently recapped the results of a new Avenue A/Razorfish survey of broad-based consumer behavior (“all demographics”) conducted in July.

Henry painted some of the survey results as evidence of poor consumer uptake of certain web businesses and trends. What follows is the content from his post but with all results expressed as % of adoption (as opposed to % of lack of adoption).

Henry has a point that some of these numbers look high, if truly measured against “all demographics”, but on the other hand I’ve seen instance after instance over the last 10 years where actual consumer adoption curves of new technologies — especially new Internet technologies — have been way ahead of where elite opinion assumed them to be.

Web behavior:

     

  • 60% personalize home pages
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  • 53% share bookmarks
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  • 56% use RSS feeds
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  • 35% use tag clouds
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  • Almost all read the “most popular” or “most emailed” items on sites
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Video behavior:

     

  • 67% regularly watch videos on YouTube, etc.
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  • 95% have watched online videos in the last 3 months
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  • 49% have uploaded online videos in the last 3 months
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  • 85% have watched online movie previews in last 3 months
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  • 71% have watched a TV show online in the last 3 months
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Music, photos, and blogs:

     

  • 42% regularly purchase music online
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  • 41% use photo-sharing sites
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  • 70% read blogs regularly
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Online research when making product selection decisions:

     

  • 92%+ use the web when making product buying decisions (research, reviews, retailer location, price comparison, etc.)
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  • 54% start their product research at a search engine
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  • 14% start it at a comparison shopping engine
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  • 30% start it at an e-commerce or retailer site
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  • 55% rely on user reviews most when choosing products
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  • 21% rely on expert reviews most
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  • After product selected, most important criteria when choosing where to buy are price (38%) and site reputation (38%)
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Mobile:

     

  • 32% use mobile phone to listen to music
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  • 24% use mobile phone to watch video
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  • 36% use mobile phone to check headlines