Consumers Form Emotional Bonds to Web Sites

By: Ann M. Mack (Adweek IQ) Consumers form strong emotional bonds to the media Web sites they frequent, just as they do to the related offline properties, according to a recent multi-channel media study commissioned by the Online Publishers Association.

The survey, conducted by Frank N. Magid Associates, found that 72% of the more than 25,000 18- to 54-year-old respondents enjoy the media Web site they frequent, 71% trust it and 56% rely on it. Further, 69% look forward to visiting the site, while 47% miss the property when they cannot access it.

As consumers' affinity for media sites increases, their trips to those properties are becoming habitual. The study revealed that consumers frequently visit national news sites to get national news (68%), get breaking news (64%) and get international news (52%). Forty-four percent said they visit national news sites out of habit, and 23% just for fun or to relax. Comparatively, 38% of consumers use local news sites out of habit.

The study also identified and profiled segments among those who use both the online and offline versions of a media brand. "Onliners," or those who are defined as frequent users of the online brands and infrequent users of the corresponding offline brand, represented 29% of the respondents. This group spends 21 hours per week online compared to 14 hours per week watching television. It is significantly more male (70%) than female (30%) and contains the highest concentration of users between the ages of 18-34 (40%).

Meanwhile, "multi-channelers," or frequent users of both online and offline versions of a media brand, represent 51% of the survey population. The group is nearly divided equally between men (51%) and women (49%).