What do users go online for, what’s their motivation and what do they want to get from it? To get a grip on this question AOL asked more 50.000 people in 8 countries. The researchers boiled it down to eight so-called content moments, or feelings users seek to experience or longings they want to satisfy when going online.
As it turns out, most people go online for inspiration. They want to be confronted with fresh ideas (20 percent), others want to improve their mood (19 percent) while other again seek to update socially 17 (percent). The eight markets AOL looked into included Brazil, Germany, Italy, Japan, the United Kingdom, Canada, the United States and Spain.
This chart was first published by FIPP.