1.Individual preferences for using the web differ.

Thus, the five different types of web users who exhibit different types of searching behaviour according to the purpose of using the web are as follows:

i. Directed information seekers:

• They basically look for product, market or leisure information such as details of Cricket match fixtures.
• This type of user tends to be experienced in using the web.
• They are also proficient in using search engines and directories.

ii. Undirected information seekers:

• These are the users usually referred to as ‘surfers’ who like to browse or change sites by following hyperlinks.
• This group tend to be novice users (but not exclusively so) and they may be more likely to click on banner advertisements.
• This type of behaviour is now less common.

iii. Directed buyers:

• These buyers are online to purchase specific products.
• For such users, brokers or cybermediaries who compare product features and prices will be important locations to visit.

iv. Bargain hunters:

• These users want to use the offers available from sales promotions such as free samples or prizes.

v. Entertainment seekers:

• They basically include users looking to interact with the web for enjoyment through entering contests such as quizzes.

2.Implications for someone responsible for traffic building on a site

a) A new study shows that small websites, in terms of daily user flux based on number of clicks, have a disproportionally high impact when it comes to traffic generation and influence compared to larger websites.

b) Previous studies have analysed hyperlinks, while individual browsing records provide insight for understanding local surfing behaviour. However, they fail to provide information on more internet-wide collective browsing behaviour.

c) Hence, to understand the complex interactions between websites, it is necessary to analyse the transportation of traffic, referred to as the flow of click streams between websites.

d) It is no news that mobile devices are rapidly taking over the Web! Latest estimates peg the share of mobile traffic from 10% to 20% of the total Web traffic. Popular websites like Quora and Facebook are claiming that about one quarter of their traffic comes from mobile devices (including tablets).

e) With more and more people having their primary Web experience on mobile devices, this platform cannot be ignored. In fact, companies that innovate specifically for mobile devices are the ones who will have an early lead for the next couple of years.