BURST! Media Study: Advertisers Can Capitalize on Heavy At-Work Internet Use

BURST! Media Study: Advertisers Can Capitalize on Heavy At-Work Internet Use

BURLINGTON, Mass., Dec. 9 /PRNewswire/ -- The at-work audience has been one of the hardest segments for marketers to reach, yet a recent BURST! Media survey of over 10,000 Internet users at work suggests that the Internet may be the most effective way to reach this audience.

The BURST! Media survey found that men at work are heavy users of the Internet. One-third (32.3%) of employed men 25-34 years old say they spend three or more hours per day on the Internet at work. This compares to a still substantial 24.9% of employed women 25-34 years old. Some 27.4% employed 18-24 year olds (both men and women) spend three hours or more per day on the Internet, and 23.2% of employed men 35-44 years log three or more hours of Internet use per day. Even among older employed segments (45 years and older), fully one in five (20.7%) say they spend three or more hours per day on the Internet while at work."

"The importance of the at-work audience can't be over emphasized," says Chuck Moran, BURST! Media's Market Research Manager. "It is a segment that has money and devotes a significant portion of their total media usage to the Internet. In the past, marketers relied on traditional media to reach this important segment. However, each comes with a downside -- limited reach, limited customization and lack of interactivity -- to name a few. The Internet overcomes these limitations and offers advertisers a true opportunity to effectively reach the at-work audience even if they are online for person reasons."

Staying Informed is Major Reason for Personal Web Use

Among workers, fully one-half (56.0%) say staying informed is a reason they use the Internet for personal reasons while at work. Additionally, one- quarter (25.5%) of workers say work hours are the best time to conduct their personal online activities and 23.2% say "Faster connections to the Internet than at home" is a reason to use the Internet for personal reasons while at work.

Many Shop Online While at Work

Two out of five (40.0%) employed respondents' say they have used the Internet while at work to look up information on a product, such as pricing or features. Additionally, more than one-third (37.4%) of employed respondents have purchased a product online while at work. Men are more likely than women to say they have used the Internet while at work to search for product information - 45.1% versus 33.7%, respectively. Men are also more likely than women to say they have made an online purchase while at work; 40.0% compared to 34.3% of women.

At least one-fifth of every employed income segment reports having either researched products or made online purchases at work in the past three months. This finding increases significantly as reported household income rises. In fact, nearly one half (46.7%) of respondents reporting household income of $75,000 or more say they have researched products at work, and 49.4% say they have actually purchased a product online while at work.

Most Popular Online Activities -- Staying In Contact with Family and Friends

and Checking News

Three out of five (59.9%) respondents' say they have, in the past three months, sent an email/IM to a family member or friend while at work. Women are more inclined than men (63.6% versus 56.5%) to say they have conducted this activity. Checking local or national news is another popular online activity with over half (53.9%) of respondents having done this while at work in the past three months.

Other popular online activities conducted in the past three months while at work include; looked up weather information (41.0%), looked up product information (35.1%), checked entertainment schedules (32.4%), purchased a product (31.4%), conducted online banking (30.9%), looked up travel information (30.5%), checked sports news/scores (26.6%), looked up health information (26.3%), made travel arrangements (21.2%) and sent online greeting cards (20.4%).

BURST! Media is an Internet ad services and online ad sales rep company that delivers more than 2.4 billion advertising impressions for over 2,000 web publishers every month, BURST! reaches 1 in 4 people online and is the 20th largest online media property in terms of unique visitors and reach* making it one of the largest online ad companies in the U.S. By providing thousands of web publishers with tools and expertise from ad sales to email newsletter tools and community forums for learning, BURST! helps publishers generate sustainable revenue. The company, founded in 1995 and based near Boston, also markets AdDesktop, a competitively-priced, ASP ad management solution that helps web publishers securely target, serve, track and report the performance of online advertising campaigns.


Source: BURST! Media

CONTACT: George H. Simpson Communications for BURST! Media,
+1-212-309-9068, or mobile: +1-203-521-0352, georgehsimpson@att.net


-------
Profile: intent