The number of Internet users is growing year after year, regardless of their sociodemographic condition. However, with this sociodemographic profile of Internet users we are referring to people and, as diverse as we are, there is still some difference in browsing behaviour. As we have mentioned on other occasions, knowing browsing patterns and being able to segment your audience based on their interests is essential to reach our customers and facilitate online shopping .
On this occasion we used as a basis the report on the " sociodemographic profile of Internet users" published last March by ONTSI (prepared from INE data from 2013).
Internet Access - Onsti
Internet access – Source Onsti
Main uses of the Internet
There are currently 18 million people in Spain who access the Internet on a daily basis. Its main use is as a means of contact via email, followed by an information channel to keep up to date with news or to find out details of goods and services. Among the most frequently consulted information is that related to travel and accommodation or electronic banking.
However, in recent years we have seen a clear change in browsing behaviour, from a passive attitude to a much more active one. Although we may not achieve all the engagement we would like with our brands, the truth is that 72% of the Internet user community actively participates in social networks with their own profile, so they do not limit themselves exclusively to consulting but also contribute. In this regard, the rise of professional networks (18% of daily consultation) is striking, as more and more people are using them as a form of personal branding and as a networking channel. It is also proven that online purchase rates are growing over time, the Internet user profile shows the transition from consultation to online purchase.
Internet profile - Ontsi
Internet profile – Source Ontsi
Differences in use based on the sociodemographic profile of the Internet user
Based on data from the INE, it is established that there is a direct relationship between the degree of use and the size of the municipality in which one resides, with the frequency being greater in large capitals compared to smaller towns. Likewise, as the average net income in the household increases , the Internet is used more.
Although the frequency of use between men and women is balanced, there are differences depending on their browsing behaviour . Specifically, the study reveals that men use the Internet to a greater extent to download software (excluding games), read and download news as well as consult online newspapers and magazines, and prepare tax returns. In contrast, among women there is a significant preference for searching for information on health, education or training and enrolling in courses or higher education.
Optimize your business access with what you know about bosnia and herzegovina telegram lead sociodemographic profile of Internet users
Knowing your customers' browsing behaviour and socio-demographic profile is very interesting information to be visible, facilitate access to your business and segment your audience . For example, it is worth taking into account that the penetration of handheld devices for online consultation and purchase is increasing. This can be decisive because search results on the Internet do not show information in the same way on a computer as on a mobile phone, and sometimes this difference or adaptation can make the difference between being chosen or not.
To reach your customer, you need to know where to find them and how to get their attention. It's not about looking for or relying on stereotypes, but rather about analyzing and researching the market beforehand to come up with the right strategy.