![Why Consumers Go Online, November 2014 [TABLE]](https://trends.e-strategyblog.com/wp-content/uploads/2014/11/ATKearney-Motivations-for-Going-Online-Nov2014.png "Table - Why Consumers Go Online")
There are 4 primary motivations why consumers go online, according to a new A.T. Kearney study: interpersonal connections; self-expression; exploration; and convenience. But the extent to which those factors motivate consumers can differ quite widely across various countries, with few connected consumers in the US, for example, motivated by the potential to express their opinions and be heard.
Overall, 95% of respondents (consumers who go online at least once a week) across the 10 markets studied agreed with statements related to the motivation of exploring new subjects. Read the rest at MarketingCharts.
The e-Strategy Academy covers all aspects of digital marketing including search optimization & marketing, email marketing, social media marketing, video marketing, mobile marketing & public relations.