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How online behaviors are changing

From: Maximizing Your Web Video and Podcast Audience with Hypersyndication

Video: How online behaviors are changing

The exact methods you choose for hypersyndication are going to vary depending upon who you want to hit. In order to understand your target, I think it's necessary to look at some recent trends in Internet behavior. One of the things that really stands out is that in the last 10 years we have seen a significant rise in Internet consumption. People really say that the Internet is the most essential medium to their lives. When surveyed, 45% of all adults said that the Internet is the last method that they would choose to give up to get their news and information.

How online behaviors are changing

The exact methods you choose for hypersyndication are going to vary depending upon who you want to hit. In order to understand your target, I think it's necessary to look at some recent trends in Internet behavior. One of the things that really stands out is that in the last 10 years we have seen a significant rise in Internet consumption. People really say that the Internet is the most essential medium to their lives. When surveyed, 45% of all adults said that the Internet is the last method that they would choose to give up to get their news and information.

Of course, if you break this down by age, it's even more shocking. Those under 35, two-thirds of them would not give up the Internet, they would drop movies, drop television, drop radio, drop everything else, except the Internet in order to get their information and entertainment. So, what this really means is that you have to target the Internet. We see a lot of folks in my line of work, who put a lot of effort into things like making DVDs shiny discs we call them or doing traditional mailing campaigns.

Well, those are fine and those still reach people but in today's world, the Internet is where it's at. So, you absolutely need to think about that. If you're reaching for somebody under the age of 35, you want to go ahead and use online delivery methods. Just last week, 98 million folks in the United States watched the video online. When you break that down by the percentages, what you see is a significant growth. Almost 40% of folks are watching online video and the US is not even the leader.

If you take a look at European countries or Japan, the statistics are even higher. So, it's definitely important to understand just how much people want online content. Now, when it comes to reaching people online, people get kind of freaked out. What happens if my customer is not online? What happens if my fan for my show doesn't have a good Internet connection? Are they going to be able to see it? Well, notice that when asked in the US, 9 out of 10 folks said they can get online whenever they want.

This might be at school or at their job but they do have access and it's important to realize that folks can get there. When you look around the world you'll see that access varies. When you look at North America and South America, Australia, Japan and Western Europe, you see very strong access for the Internet and this is just something you can depend on. Now, obviously as you go around the world, you'll see that access may dip down in certain places but this is still the dominant form of access for most folks in the world.

So, no matter what you publish, you're going to want to take advantage of these mediums to reach that broad audience. It doesn't matter if it's news or entertainment or corporate communications, the web is where it's at. The last thing, I want to leave you with is the extreme growth in social media. Notice, that that rich demographic that everyone wants to reach the under 35 crowd is huge and while not all the people are online, we're only going to continue to see growth. The key number there is look at the 18 to 24-year olds, 80% penetration into social media, and as this group just ages you're going to see them continue their use of social media and these numbers are going to grow across all age segments.

So, now that you understand where those folks are, think a moment of who you want to reach. Once you've set your strategy of your target audience it's going to make a lot more sense when we explore the specific techniques to reach them in our upcoming modules.

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