Dec. 6, 2007
According to Burst Media's Online Insights market research, about 27.4 percent of
at-work Internet surfing is completely unrelated to specific job duties. Burst Media sees
this personal Internet usage as a great opportunity for online marketers and eTailers to reach
Overall, approximately 54.1 percent of respondents shopped online for personal items while
on the job, and using their employer's computers.
Burst Media's market survey reveals that making an online purchase was the most common personal
shopping activity conducted at work, followed by researching product features and comparing
retailers, using search engines such as Google and others.
Judging by last year's data from Nielsen//NetRatings, some workers may be conducting some of the
busiest online holiday shopping days of the whole year.
Nielsen also found that overall daily traffic to retail sites was heaviest between Monday
and Friday, when compared to lower traffic on weekends.
One explanation given for this behavior would be that weekends are spent with family and
friends, whereas online shopping is mostly a solitary activity.
Jeff Grau, senior analyst at eMarketer said "eCommerce shopping frequently takes place at work,
during lunchtime, and in the evening at home."
Grau added that "consumers use their weekend visits to the shopping mall to get gift ideas,
but return to their PCs at the beginning of the work week to search the Internet for better prices."
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