Pathways to Consumer Insight
Americans are on a mission to root out their roots. Genealogical searches are becoming more of a passion than a pastime, with the spread of genealogical websites and the wider accessibility of DNA testing. People are switching off the TV and spending hours online, piecing together ever more elaborate family trees. The most widely-used service is ancestry.com, owner of genealogy.com and myfamily.com, which goes beyond root tracing into family networking. Ancestry.com claims 800,000 subscribers, and 14 million registered users. Addicts spend hundreds of hours of their own time tracing their origins, and some even buy the services of professional genealogists, at $25 to $100 an hour. Says one: “I was consumed by finding our story”. One website chief explained the compulsion: “If you’re successful in the early stages, it’s like salted peanuts. Once you start, you won’t stop”. Sources: New York Times, Pi.
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