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Category: Wireless Access Boosts Online Advertising By Mark Chippendale You might think that getting rid of the cables connecting your PC to the Internet wouldn't make much difference to marketers. In fact, wireless broadband radically changes how consumers interact with a brand.
In April, Yahoo (Nasdaq: YHOO) Latest News about Yahoo and Isobar unveiled the findings of a piece of collaborative research, Fluid Lives, which sought to identify insights into the use and efficacy of digital technology. The results were fascinating. My interest lay particularly in the behavior of people in the home, when exposed to a sharp upgrade in the technology at their disposal.
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WiFi Opens Up a Whole New World
As part of the study, households were provided with broadband WiFi Latest News about WiFi and a laptop for each of the occupants. Freed from the anchor of a desktop computer, online use changed -- users roamed around the home with the device, leaving it switched on and left open as one would a magazine. They began to use their laptops more often, greatly increasing the time they spent online.
It encouraged "grazing" rather than gorging due to its "always on, always there" availability. As a result, online consumption completely changed and they began describing their laptop as a companion, saying that WiFi opened up the world to them.
So what does this mean to advertisers? Essentially, WiFi laptops change online behavior in the home. People more readily search for content or advertisers they had seen in other media, than they would if they had to remember a Web address and search from their desktop later...
Source: http://www.technewsworld.com/story/51264.html
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