Based on a YouGov poll, the story says
“Internet users in the UK spend an average of two days a month surfing the web without any real purpose, or “wilfing” (What Was I Looking For).
Statistics were well used – more than two thirds of the UK’s 33.7 million internet users admit to wilfing while almost a quarter spend 30% or more of their internet time surfing aimlessly – the equivalent of spending an entire working day every fortnight.
Wilfing has become a meme, as the phenomenon has immediate recogniton among the online population. Indeed, when I Googled Wilfing, 759,000 entries appeared. A few of these related to people named Wifling, but a large proportion seemed to have picked up the story. Many in various languages though, so I can’t be sure.
Cleverly a paid for ad for “the price comparison site” appears when searching for Wilfing too showing nice linkage of media relations and marketing activities.
Another nice touch was including the topic in the discussion forum on its site. However, it generated little comment back, which indicates organisations should stimulate and enter the wider debate rather than expecting it to occur on their websites.
Jason Lloyd (head of broadband) cheerfully reports in the discussion forum that the story was issued last weekend. So isn’t it odd that the actual press release isn’t on the Moneysupermarket site. I really don’t understand why public relations practitioners don’t realise the importance of their own sites for reporting or following up with more information on a news story.
Good initiative – shame they didn’t follow through more on their own site.