• ClickZ, Monday, April 24, 2006 1:30 PM

According to new research from Yahoo and Isobar, a consortium of interactive agencies, computers and the Web enable people to become more involved in various aspects of their lives by empowering them to invent their own purpose. The research, called "Fluid Lives," showed that 26 percent of people in the study became more involved politically when they had an Internet connection, 29 percent became more involved with their communities, and 55 percent became more involved with organizations related to their interests. By this logic, says columnist Gary Stein, the computer and the Internet become powerful self-actualization tools that empower people to be better at the things that interest them. Is this important? For marketers, absolutely, he says, because marketers can and should use information about consumers' interests and activities when trying to reach them.

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