Looking at device use and consumer adoption of Wi-Fi and browsing behavior, the use of Wi-Fi enabled mobile devices in public hotspot locations continues to increase. 56% connect via their smartphone or other mobile device, and for 14% a mobile device is the primary means to connect to public Wi-Fi. Usage trends and audience data over public Wi-Fi for the fourth quarter of 2009 show the total number of locations grew to over 289,000 public Wi-Fi locations in 140 countries. Projects show a 15% increase in free Wi-Fi locations in the U.S. this year, which will bring free Wi-Fi to 52% of the total number of public Wi-Fi locations. The overall growth of public Wi-Fi locations since 2004 is 439%, with a worldwide quarter-over-quarter growth throughout 2009 of 21.9%, and a growth of 2.6% in the fourth quarter, according to a recent report by JiWire.

61% Americans, 56% of French adults, 55% of Spaniards, 54% of Chinese and 52% from the UK as well as 46% of Germans and 40% of Italians are concerned about the amount and security of personal online data that can be accessed by search engines people use, such as Google or Bing. There is slightly more concern over the amount and security of personal online data that can be accessed by people's Internet Service Provider (between 45% in Italy and 64% in the U.S.), according to a study by Financial Times/Harris Poll.

Each generation of the US population has unique wants and needs that marketers and retailers should address differently. The US population can be broken into four significant generational categories representing residents age 15 and older, according to The Nielsen Company.

Over 80 million consumers use shopping comparison sites every month. Sites like Cnet, Bizrate, and Yahoo! Shopping each attract over 20 million shoppers. Only 6% of consumers indicate that they conducted no research prior to their last online purchase. From instant price comparisons, to first hand consumer reviews, to video demonstrations, shoppers are taking advantage of this wealth of information. Consumers depend on search engines more than other resources to help them shop online. 3 out of 5 shoppers said that they always or often use search engines when shopping online. More consumers use search engines than they do coupon sites, retailer emails, consumer reviews, or shopping comparison sites, according to The Compete Online Shopper Intelligence study.