Captology Notebook: Top Web Behavior #4: Enter your ZIP code

« Try our new mobile phone app | Main | 'Interesting blog' � we're number one? »

August 16, 2004

Top Web Behavior #4: Enter your ZIP code

The Behavior
Many websites encourage you to enter your ZIP code, either as part of a registration process, or just by itself. The stated purpose is usually to provide you with local news, events or weather.

What they gain (and you lose)
Like so many other behaviors, this one benefits site owners by allowing them to increase their ad rates. The design of the Internet allows site owners to roughly determine a user's location, but the information is often inaccurate. For example, to a website, all AOL users appear to be from Dulles, Virginia. But if a user volunteers their ZIP code (and thus their location), the site owner now 1) has a more developed demographic model for their user base and 2) can sell geographically targeted advertising. Both of these benefits allow the site owner to command higher rates for advertising. (Written by Adam Wright)

Gallery
...

AOL.com