Just read some interesting research from the US exploring reasons why people go onto the Internet.   eMarkerker divided on-line activities into six categories, listed from most popular to least:

  • Learn
  • Have fun
  • Socialize
  • Express oneself
  • Advocate
  • Do business
  • Shop

The research also showed some interesting differences in behaviour emerge between different groups of people.  The research found, among other things, that men were more likely than women to go on-line for business, entertainment and to keep informed on news and current events.

“Intent is the new demographic,” said Kathy Bloomgarden, part of research team.  “Delving deeper into the underlying motivations of on-line behavior is critical to developing proactive strategies.”

Usability testing and research helps us better understand user intent and motivation and subsequently predict user behaviour.

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