I found the below graph from eMarketer (done by Ruder Finn)  very interesting. 

Overall, Ruder Finn divided online activities into six categories, listed from most common to least:

     * Learn

    * Have fun

    * Socialize

    * Express oneself

    * Advocate

    * Do business

    * Shop 

Men were more likely than women to go online for business, entertainment and to keep informed on news and current events.

Women, in turn, were more likely to use the Internet to advocate for a cause or issue, express themselves and socialize.

More than two-thirds (69%) of young adults ages 18 to 29 posted comments on social networking sites, 55% played games and 50% went online “specifically to rage against a person or organization.” 

Okay, much of this data doesn’t surprise me. What does is that 100% of the respondents are going online to “pass time”. Pass time? Who has got the time to pass the time? Once I got past feeling sorry for myself, then it started to become clear. 

The Internet has become an entertainment center, information center, education center, and a conversation center. It is becoming all things to all people. So, that monitor that sits in the house, or in the office…it truly has become the window to the world. 

So, if you are an outdoor business, then understand that your customers, consumers you want to reach, your vendors, your manufacturing partners, your environmental and social initiative partners, your reps, your retailers, your employees and their families are all looking “at the screen”. For many it is the first thing they do in the morning and the last thing they do at night, with many many visits in between. 

Brands better be presenting themselves there. And they should educate, entertain, sell, and dialogue.  

Ten years ago this was a dream. Now it is here, with all of its advantages.

Go.