Israelis spend more time on the Internet more than almost every other country (apart from Canada), according to the latest eMarketer report on UK Internet Users and Usage.
According to comScore Media Metrix, out of the countries monitored by comScore Canada, Israel and the US are the top three consumers of Internet per capita and time spent online. In comparison, a typical Israeli over the age of 15 spent,on average, 38.3 hours online in May 2010, compared to 32.3 hours in the UK. online in May 2010.
The graph below shows the top 10 countries in terms of time spent online:
It doesn’t end there. Israelis are one of the world’s leaders in terms of time spent in social networks, only second to Russia. The chart below illustrates the top 10 countries ranked by time spent on social networks in Aug 2010:
The report reaches a few interesting conclusions about Internet usage and trends in the UK:
- Most UK internet users are heavy users. Overall, time spent online continues to rise, and the web is firmly embedded in everyday life. As a result, the online population is increasingly diverse. Some users are involved in a wide spectrum of activities on the web, while others visit just a few regular destinations. That makes the marketer’s job more difficult. But real consumer insight and standout creative are more important than reaching a target audience at every possible point of contact.
- Utility and entertainment value are fast replacing novelty as crucial drivers of consumer behavior. There are two exceptions: First, the mobile arena, where devices such as the iPhone 4, the iPad and the Kindle 3 represent major innovations that really grab early adopters’ attention. Second, teens and young adults, many of whom are desperate to keep up with the latest trend in gadgets and activities. Brands should ensure that what they offer online—whether advertising, promotions, branded content or interaction—repays the time consumers are asked to invest.
- Video is keeping web users online for longer, and also bringing much-needed energy and investment to online display advertising. In the US, eMarketer projects that online video ad spending will more than triple between 2010 and 2014, rising from $1.5 billion to $5.5 billion. The UK market is likely to show a similar leap, as marketers follow consumers to broadcasters’ catch-up websites and other main destinations such as YouTube. Advertisers should review their existing video assets, such as TV ads, product videos featured on websites or on-camera customer testimonials, and develop strategies for maximizing the efficiency of video production and distribution for specific brands. Simply recycling TV ads online is seldom the best way to get extra mileage from a marketing budget, but elements of those ads may work well as a foundation or enhancement of an online campaign.
- Mobile is a whole new dimension. That said, you don’t need to reinvent the wheel. Many companies in the UK and elsewhere have already launched sophisticated mobile offerings. Look closely at those of other firms or brands in your market sector, to learn from their successes and mistakes. Be clear about the purposes of your mobile presence; this is crucial to recognizing whether you will benefit most from an app (Domino’s Pizza, retailers ASOS and Argos, sports brand Nike and the Royal Bank of Scotland have chosen this route) or a mobile website (Marks & Spencer has championed this approach).
- It has never been more important to know your audience and their habits. Ensure you are gathering all the information you can from in-house sources, such as customer service. In addition, keep a close eye on where traffic to your website originates (for example, from search engines, social networks or partner sites) and how much is coming from mobile devices. Changes in access can occur very quickly, but sustained patterns will give you a clear idea of where your advertising or marketing is delivering the best ROI, and where you need to move next.
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