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					Online User Panel

Internet Marketing Survey




Based on Responses From 320 Online
Users Between June 9th and June 13th
(Margin of Error +/-5.5%)



June, 2000
  Web Site Visitation
News and information sites are visited daily by almost one-half of on-line users and weekly by seven out of ten. Online
shopping sites are visited at least weekly by four out of ten on-line users.


                                                            Frequency of Web Site Visits




                  News & Information 7%       12%      10%            26%                              45%




                     Online Shopping   8%           22%                  27%                      33%                     10%




                              Travel    15%                        45%                          23%                  14%       3%




                           Business             31%                      26%           11%            17%              15%




                           Investing                  42%                      18%       9%         12%              19%


                                   0%                                          50%                                             100%
                                        Never             Less than Monthly          Monthly            Weekly                 Daily

                                                                                                                    Source: KS&R




                                                                                          Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                               1
                                                                               2          drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                          composition is representative of the current base of U.S. online users.
  New Site Discovery
Traditional ads are still the most common method of learning about news, investing and business sites followed by search
engines and banner ads. For online shopping sites, banner ads and emails are most common; for travel sites, search
engines are the most common method.
                                                                   Methods of Learning About New Sites to Visit

                        News & Information                                                     Online Shopping                                                                        Travel
Traditional Ads*                  36%                                Banner Ads                            46%                              Search Engines                            34%

 Search Engines                28%                                       E-Mails                     33%                                    Traditional Ads*                        28%

    Banner Ads                 27%                               Traditional Ads*                   29%                                          Banner Ads                        27%

        E-Mails             19%                                  Search Engines                     28%                                      Word of Mouth                       22%

 Word of Mouth           12%                                      Word of Mouth                  23%                                                   E-Mails                 19%

          Other         10%                                                  Other        3%                                                             Other           4%

 Does Not Apply          11%                                     Does Not Apply           6%                                                Does Not Apply                    16%

                   0%              50%              100%                             0%                50%            100%                                        0%                    50%                   100%
                                           Source: KS&R                                                       Source: KS&R                                                                           Source: KS&R

                                                       Business                                                                                      Investing
                        Traditional Ads*             21%                                                     Traditional Ads*                     21%

                            Banner Ads               20%                                                           Banner Ads                   17%

                        Search Engines               18%                                                                 E-Mails              13%

                                E-Mails          15%                                                          Search Engines                  12%

                         Word of Mouth          11%                                                              Word of Mouth               11%

                                  Other         6%                                                                         Other            8%

                        Does Not Apply                     37%                                                Does Not Apply                               41%

                                           0%              50%            100%                                                     0%                     50%               100%
                                                                 Source: KS&R                                                                                      Source: KS&R
                                                                                                             Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                     * TV/radio/newspaper.                      2
                                                                                                3            drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                                             composition is representative of the current base of U.S. online users.
Favorite Web Site Features

                                                   Selected Verbatims


  News and Information                                                  On-line shopping
  • “24 hour availability.”                                             • “Bargains and discounts.”
  • “Availability of local information.”                                • “Ability to compare prices.”
  • “Concise information that can be expanded to                        • “Convenience.”
    greater detail.”                                                    • “Ease of ordering.”
  • “Up to the minute information.”                                     • “Free shipping.”
  • “Ease of use.”                                                      • “Ease of navigation.”
  • “Searchable databases/archives.”                                    • “Good selection.”
  • “Accuracy of information.”                                          • “Item availability.”

  Investing                                                             Travel
  • “Current information.”                                              • “Ability to check fares for the lowest prices.”
  • “Up to the minute stock prices.”                                    • “Ability to compare routes”
  • “Convenience.”                                                      • “Discounts for last minute travel plans.”
  • “In depth content.”                                                 • “Ease of use.”
  • “Ease of use.”                                                      • “E-mail notifications of changes in prices.”
  • “Easy summaries of daily events.”                                   • “Information about places of interest.”

  Business
  • “In depth information.”
  • “Ease of navigation.”
  • “Accurate information.”
  • “Good search capabilities.”
  • “Links to related resources.”


                                                                    Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                           3
                                                           4        drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                    composition is representative of the current base of U.S. online users.
  Internet Advertising Preferences
Three out of ten online users express interest in seeing more Internet advertising via TV and newspapers. Five out of ten
online users would like to see less broadcast e-mails and four out of ten would like to see less personalized e-mail ads and
less banner ads on web sites.


                               Interest in Seeing More/Less of Internet Business Advertising Via:
                                                                     (Multiple Response)



                                                                       31%
                                           TV Ads
                                                               17%

                                                                       29%
                                  Newspaper Ads
                                                          10%

                                                                 20%
                           Banner Ads on Web Site
                                                                             39%

                                                               15%
                               Personalized E-Mail
                                                                              42%

                                                               15%
                                        Radio Ads
                                                               15%

                                                          8%
                                 Broadcast E-Mail
                                                                                    54%

                                                                             39%
                                None of the Above
                                                               15%

                                                     0%                    50%                             100%
                                                                        More         Less


                                                                                             Source: KS&R
                                                                                          Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                              4
                                                                              5           drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                          composition is representative of the current base of U.S. online users.
  Likelihood to Visit Web Sites
A recommendation from a friend or colleague is by far the largest prompter to visit a particular web site, followed by
traditional advertising.

                                                             Likelihood to Visit Sites Based on...



       Recommendation from Friend or Colleague 1%1%8%                   36%                                      54%


                                        TV Ad    4% 6%                 30%                               46%                            13%


                                Newspaper Ad      5% 7%                 32%                               45%                            11%


                         Banner Ad or Web Site    6%        14%                  35%                             36%                       9%


                                     Radio Ad     8%        13%                   36%                              35%                      8%


                                        E-Mail        14%             18%                30%                         28%                  10%


                              Broadcast E-Mail            24%                     29%                        31%                     13%       3%

                                                 0%                                       50%                                                  100%
                                                      Very Unlikely           Unlikely         Neutral            Likely              Very Likely

                                                                                                                                   Source: KS&R




                                                                                           Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                                  5
                                                                                  6        drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                           composition is representative of the current base of U.S. online users.
  Regularity of E-Mail Messages
E-mails from online shopping sites are most common with six out of ten respondents receiving them regularly. Four out of
ten respondents receive regular e-mails from travel and information sites.



                                          Regularity of E-Mail Messages From Web Sites
                                                              (Multiple Response)




                               Online Shopping                                 65%



                                         Travel                          44%



                             News & Information                         41%



                                      Investing               26%



                                      Business              19%



                                         Other                    33%



                              None of the Above        9%


                                                  0%                    50%                     100%
                                                                                  Source: KS&R



                                                                               Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                        6
                                                                        7      drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                               composition is representative of the current base of U.S. online users.
  Effectiveness of E-Mail Marketing
Three in ten online users receive more than 20 marketing e-mail messages per week. One-half of online users say that
marketing messages more often than not lead them to visit a site and nearly all say that they purchase in response to e-
mails, at least occasionally.

                                                         # of Marketing E-Mail Messages Per Week
                                                              None         3%

                                                               1-10                     42%

                                                             11-20                28%

                                                             21-50              16%

                                                             51-75         5%

                                                         76 or More        6%

                                                                      0%              50%             100%
                                                                                              Source: KS&R

            Frequency of E-Mail Message Leading to a Visit                                     Frequency of E-Mail Leading to a Purchase


                  Always         3%                                                                Always         1%


           Almost Always              16%                                                   Almost Always          3%


      More Often Than Not                   30%                                       More Often Than Not              13%


             Occasionally                         48%                                         Occasionally                                       68%


                   Never         3%                                                                 Never               15%

                            0%               50%            100%                                             0%                    50%              100%
                                                    Source: KS&R                                                                            Source: KS&R
                                                                                                    Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                                        7
                                                                                        8           drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                                    composition is representative of the current base of U.S. online users.
  Loyalty Programs - Membership/Appeal
Online shopping and travel sites also most common types of sites at which online users participate in loyalty programs.
Rewards or free gifts and discounted prices the most appealing aspects of loyalty programs for online use.


                          Participation in Loyalty Programs at:                                     Most Appealing Aspects of Loyalty Programs
                                           (Multiple Response)                                                                  (Multiple Response)




      Online Shopping Sites                        42%
                                                                                            Rewards or Free Gifts                              31%


                Travel Sites
                                            24%

                                                                                            Discounted Purchase                              28%

    News & Information Sites         4%



             Investing Sites         4%                                      Special Consideration in Purchasing                   7%



             Business Sites          4%
                                                                                        Better Customer Service                   6%

                      Other
                                          15%


                                                                                                              Nothing                        28%
          None of the Above                       40%


                               0%                 50%           100%                                                     0%                       50%                     100%
                                                         Source: KS&R                                                                                        Source: KS&R

                                    On average, respondents belong
                                    to 2- 3 Internet loyalty programs.

                                                                                      Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                         8
                                                                         9            drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                      composition is representative of the current base of U.S. online users.
  Permission Marketing
Over one-third of online users have a positive impression of permission marketing. Online shopping sites and travel sites
are the most common types of sites for online users to provide personal information.


                                                     Impression of Permission Marketing




                                 7%       16%                          41%                                  30%                   6%



                               0%                                            50%                                                    100%
                         Very Negative                Negative               Neutral                     Positive                      Very Positive

                                                                                                                                            Source: KS&R

                                    Type of Sites Where Personal Information Has Been Provided
                                                                   (Multiple Response)


                                On-Line Shopping                                       56%                                          On average, respondents have
                                                                                                                                    provided personal information to
                                            Travel                           40%                                                    12 (median = 5) sites in order to
                                                                                                                                    receive personalized information.
                               News & Information                      26%

                                         Investing                20%                                                               In return for providing personal
                                                                                                                                    information, online users expect
                                         Business                16%
                                                                                                                                    better deals/pricing, no junk mail
                                            Other                18%                                                                or removal from lists if requested,
                                                                                                                                    confidentiality, free gifts, good
                                None of the Above                 20%                                                               service and personalized
                                                                                                                                    information.
                                                     0%                       50%                       100%
                                                                                                Source: KS&R
                                                                                             Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                              10
                                                                              9              drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                             composition is representative of the current base of U.S. online users.
  E-Business Marketing - Overall Perceptions
Over one-half indicate that loyalty programs increase likelihood to purchase; one-quarter say that Internet advertising
influences purchase decisions. Four out of ten would like to make more purchases on-line.


                                          Level of Agreement with the Following Statements

                             Loyalty Programs Make me More Likely to Purchase From Those Specific Sites



                                    5% 9%             29%                      41%                      16%



                                  0%                                  50%                                  100%
                                                                                                  Source: KS&R

                               Internet Business Advertising Helps me Decide What Online Purchases I Make



                                     8%       20%                     45%                        24%            3%



                                  0%                                  50%                                  100%
                                                                                                  Source: KS&R

                                            I Would Like to Make More of My Purchases Online



                                    5% 9%                   43%                       34%                    9%



                                  0%                                  50%                                  100%
                                                                                                  Source: KS&R

                              Strongly Disagree     Disagree      Neither Agree Nor Disagree        Agree          Strongly Agree
                                                                                     Based on responses from 278 online users between June 28 th and July 4th. Sample
                                                                          10
                                                                          11         drawn from the Online User Panel, which is comprised of 2000 U.S. online users. Panel
                                                                                     composition is representative of the current base of U.S. online users.

				
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posted:9/17/2012
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