In this new, technologically driven world consumers have access to the Internet 24/7. This flexibility of being connected anywhere, anytime and being on the consumer’s own terms represents a huge challenge for brands who are vying for attention and engagement. However, marketers must embrace this change and adapt their strategies accordingly to fit in with the new digital environment. This chapter of the Australian Connected Consumers Report 2016 covers in detail the online obsession sweeping the nation and provides insightful data paramount to succeeding in the saturated market.