WebProNews

I probably don't have to tell you that people are very interested in socializing online these days. New research from PR Agency Ruder Finn shows that 72% of people go online just to become part of a community.

If that's not a testimonial for social media marketing, I don't know what is. The agency's research is actually a look at online behavior and user intent.

"Intent is the new demographic," says Kathy Bloomgarden, Ruder Finn co-CEO. "Delving deeper into the underlying motivations of online behavior is critical to developing proactive strategies. Just being online is not enough to leverage digital channels to drive business imperatives. Audiences must be targeted based upon their intent."

Michael Schubert, Chief Innovation Officer overseeing digital strategy at Ruder Finn says, "The way the Internet has allowed us to share knowledge laterally instead of up the chain of command requires a new way of thinking about our online communications. The Intent Index underscores the importance of knowing what people seek, and how we, as communicators, can intersect with what they're looking for."

The Intent index is based on a study that asked participants how frequently they go online for 295 different reasons. The index is updated quarterly.

I'll leave you with a bunch of statistics:

- More than twice as many people go online to socialize (81%) than to do business (39%) or shop (31%).

- 72% of people go online just to become part of a community.

- Seniors are going online today for the same reasons younger people are; to have fun (82%) and to socialize (80%).

- More people go online to connect via a social networking site (41%) than to post comments or opinions (34%).

- More people go online to be entertained (82%) than entertain others (48%).

- People seek education and entertainment: most people go online both to learn (88%) and have fun (83%).

- Almost half of people (47%) go online to learn to improve themselves and nearly one-third (31%) to find self-help experts or books.

- The desire to learn drives people to the Internet; top areas are new subjects (68%), the world (65%), a disease or condition (61%), eating healthier (55%) and managing finances (37%).

- Three times as many people go online to compare prices (66%) rather than people via dating sites (21%).

- One-third of people (34%) go online to purchase an item; tops are household items (49%), electronics (45%); music (35%), movies (29%), and school/work supplies (29%).

- More men (42%) than women (36%) go online to do business.

- 55% of women go online to find venues for personal expression compared to only 43% of men.

- 44% of people go online to create or update blogs and 42% of people go online to read other people's blogs.

-  Nearly half (48%) go online to be invisible on instant messaging, 29% to create an avatar and 28% to be somewhat different.

- Women (48%) are much more likely than men (39%) to go online to advocate for an issue or position.