The Internet has become an indispensable resource for many Americans, but some activities are better suited for the offline world.
By integrating online and offline activities, Internet users have been able to extend their reach beyond their previously one-dimensional capabilities. A late 2003 study conducted by Pew Internet & American Life Project found that the majority of Internet users have become reliant on the Internet for a number of tasks, but some activities are better conducted offline.
The report found that the Internet has significantly aided those who look for maps or driving instructions, communicate with friends and family, and check weather reports, but offline components are still valid to these users as well.
|Everyday Activities and the Internet|
|Activity||Users Who |
|Online Only||Offline Only||Those Who |
Do It Offline
|Map or driving directions||87%||56%||14%||31%|
|Communicate with family/friends||79%||21%||20%||59%|
|Check weather reports||69%||31%||31%||39%|
|Check sports scores||55%||26%||45%||30%|
|Buy concert/movie tickets||55%||28%||45%||27%|
|Send greeting cards/invitations||52%||17%||47%||36%|
|Base: 2,013 in full sample and 1,358 Internet users|
|Source: Pew Internet & American Life Project|
A large majority (88 percent) of online Americans say the Internet plays a role in their daily routines, and 64 percent of Internet users say their daily routines and activities would be affected if they could no longer use the Internet.
The activities that Internet users primarily engage in offline are playing games, pursuing hobbies, listening to music or the radio, reading for pleasure, and watching videos, previews and cartoons.
While some of these activities are bandwidth-intensive, Deborah Fallows, senior research fellow at Pew Internet Project and the author of the report, says that broadband penetration is not the primary factor in users' preferences for the offline mediums.
"Broadband will make a bit of a difference but there are other things at play. Doing more complex things, like listening to music or movies on the Web, requires more sophistication," said Fallows, referring to user tenure and technological capabilities.
"Listening to music online and watching videos will improve as technology improves but it won't hold a candle to what you can do offline," Fallows explained. "The offline world is too good for some things."
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT