Boston—Isobar, the digital marketing arm of Aegis media, and Yahoo! Thursday released findings from "Fluid Lives," a global research study on the impact technological advances such as mobile and WiFi have had on consumers' lives. The study found the line between home and work use of the Internet has been blurred as users juggle professional and personal lives in both places.
Survey respondents indicated that 20% of time spent on the Internet at home was for work purposes, while 26% of time on the Internet at work involved personal use.
The research incorporated an ethnographical study involving families in Chicago; Cologne, Germany; London; Paris; and Shanghai, China. A quantitative online survey among broadband Internet users also was used in the study. The survey was conducted between October and February.