AOL: Brand New Britain

AOL launches new research that finally cracks the elusive 'third dimension' of the internet

Rising consumer demand for comfort and relaxation online represents an opportunity for the advertising community that is waiting to be further exploited, according to a major piece of newresearch into consumer mindsets and online behaviour across Britain published today by AOL UK.

The study reveals that the internet is taking over from other media as a destination for relaxation, with more users now using the internet (60%) for this purpose than the radio (41%), television (58%) or newspapers (50%). The findings of ‘Brand New Britain’ also show that while the majority (55%) of consumers use the internet out of work to ‘relax’, few describe the experience as comforting (8%) or safe (6%).

The research offers new insights into the lesser-explored ‘third dimension’ of advertising - the psychology of users. Until now advertisers have largely relied on the first two dimensions, audience data and context/content, to influence online advertising strategies. However, this study begins the process of cracking this elusive element and opens the door to further exploration of the mindsets of internet users.

Michael Steckler, managing director, AOL UK, said: "Consumers claim to use the internet to relax, so there is a desire for the internet to deliver on the basic human need for comfort. However, when we ask what words consumers would use to describe the internet, safety, calmness and comfort are way down the list."

The very nature of the internet allows for advertisers to reach consumers and provoke a direct reaction – such as an immediate online purchase – in a way that television or printed media has never been able to.

Steckler went on to say, "Advertisers are already exploiting market research on consumer behaviour, but any edge that can enable them elicit real-time response from consumers is incredibly valuable. The study highlights the impact of understanding intent and mindset of a consumer, and responding effectively. It’s about ‘when’ as much as ‘who."

The project involved in-depth interviews with academics, advertisers, marketers and consumers, as well as a quantitative survey of consumer attitudes towards the internet.

AOL originally commissioned the study to test its theory that the demographic typically known as ‘Middle England’ does not exist at all and that ‘Middle England-ness’ is actually a response to uncertainty and change that takes the form of a desire for tradition and comfort.

Steckler added: “Middle England as a demographic is a myth. Our study has found that it is not a place or group of people at all – it is this same desire for comfort and community that is universal to us all. The study suggests there is an opportunity to capitalise on that mindset online and the opportunity to do so is compelling."