Thursday, September 07, 2006

What do we want? Sex Google and Rock 'n Roll

The Hitwise report lists the categories receiving the highest volume of web site visits from 18-34 year olds in the UK.

The only thing I take out of this is that people like searching for content that they want to know about and don't much like stuff that is shoved at them.

The idea that marketing can somehow meet the value needs and interests of individuals in groups, target markets, stakeholder groups or other 'demographics' is showing its age.

Bundling up and delivering such groups as market segments can only work in very broad applications. In this case (18-34 year olds) it may not come as a surprise that sex, weddings, social events (where else to find a partner) and testosterone (Tennis and Wrestling?) figure highly.

Not much there for a detailed conversation until there is a closer understanding of individual drivers and where better to find them than in a conversation.