They have been labeled the "inquisitives" in a report conducted by the BBC. An "inquisitive" is an online user who spends sporadic amounts of time each day at work feeding his need for information.

A statement that I found exciting is, "People go online for a purpose - they are inquisitive to find information, learn about the latest news or catch up on a story. They are grabbing time at work. In some ways people access online news sites instead of having a cigarette. "

The online "surfer" is becoming more of a rarity.

This information directly relates to us as Affiliate Marketers, as we go forth to interact with and attract a more sophisticated and experienced online audience. Know your audience!