Who are Website (Internet) Customers?
Nielsen//NetRatings, a global leader in Internet media and market research, announced today that the number of active broadband users from home increased 28 percent year-over-year, from 74.3 million in February 2005 to 95.5 million in February 2006. Broadband composition among the U.S. active online population has seen vigorous growth during the past three years, increasing at least ten percentage points annually and hitting an all-time high of 68 percent for active Internet users in 2006.
From February 2003 to February 2004, broadband composition grew twelve percentage points, from 33 percent to 45 percent (see Table 1). In February 2005, it increased another ten percentage points to 55 percent. This year, February saw broadband composition reach an all-time high of 68 percent, increasing an impressive 13 percentage points over the previous February.
Overall Internet penetration in the U.S. has stabilized over the past few years, reaching 74 percent at home in 2006.
Finding Cusomers and Getting Them to Visit to Your Website
Research commissioned by the independent authority on branding, Superbrands, found a staggering 89% of the 1,417 consumers sampled go online everyday. Big name Internet brands are cleaning up as nearly 70% of consumers looking to purchase a good quality product or service will only buy from a website with a recognised brand name/reputation.
Research shows over half of consumers are more likely to visit a website if the brand exists offline as well as online. This demonstrates that although pure Internet brands are topping the opinion polls traditional offline brands are still creating a strong saliency with their customers, leading them to consume these brands on the Internet.
Sucess means creating a "brand" this is most easily done by creating a marketing Niche
Selling Online
Where do eyes go initially after firing up the first screenful? A Stanfrod University study reported: To text, most likely. Not to photos or graphics, as you might expect. Instead, briefs or captions get eye fixations first, by and large. The eyes of online news readers then come back to the photos and graphics, sometimes not until they have returned to the first page after clicking away to a full article.• Also contrary to much current belief, we found that banner ads do catch online readers' attention. For the 45 percent of banner ads looked at at all, our subjects' eyes fixated (definition) on them for an average one second. That is long enough to perceive the ad.
Graphics other than banners were looked at 22 percent of the time, and also received about a second's eye fixation. Sixty-four percent of photos were looked at on average about one-and-a-quarter second.
Whether text in and of itself really attracts eyes before artwork is difficult to conclude since, often, the text comes up before the graphics. Nonetheless, the provider's first chance to engage the reader is through text. Furthermore, the Stanford-Poynter eye tracking study does show a pattern in which text is sought out and either skimmed or read.
More about eyetracking and selling online:
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