According to Yahoo, Digging is a social phenomenon relating to those who use the internet to source information pertaining to their passions and hobbies. On their micro-site, Yahoo define Digging...

According to Yahoo, "Digging" is a social phenomenon relating to those who use the internet to source information pertaining to their passions and hobbies.  On their micro-site, Yahoo define Digging further:

"It’s the art of acquiring collections of cool stuff through a passionate mix of researching, shopping, fact finding and trading."

Thi is substantiated by commissioned research which found the following:

67% of consumers want much more information about subjects that interest them; 77% of those identified as diggers dig for specific passions, which range from bargains and holidays to obscure and collectable items such as memorabilia or coveted vintage pieces; 99% say they use the Internet to dig deeper than they ever did before to satisfy their passion in a particular interest; 97% of people surveyed chose the Web, as opposed to other sources such as libraries or other people, as their preferred place or main source for digging;

Surely this is just stating the obvious?

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