Statistics
Why consumers buy online
Reason |
Percent
|
Convenience |
84% |
Product depth |
41 |
Better experience |
36 |
Rich content |
31 |
Value |
26 |
Brand |
20 |
Customer service |
11 |
Interactive tools |
7 |
Novelty |
4 |
Source: Sep. 2000 Forrester Research Inc.
Likelihood to
buy again from merchant (Numbers reflect correlation index)
|
Level and quality
of customer support |
58 |
On-time delivery |
50 |
Product representation |
45 |
Product shipping
and handling |
43 |
Posted privacy
polidy |
40 |
Product selection |
21 |
Ease of ordering |
21 |
Product prices |
21 |
Site navigation,
looks |
20 |
Product information |
19 |
Source:
Bizrate.com |
Types of online ads most likely to
receive attention
Creative technique |
Percent |
Ads that feature discounts
or coupons |
65% |
Ads that are informative |
42 |
Ads that feature sweepstakes/contests |
29 |
Ads that are related to
content/channel |
17 |
Ads that are animated |
16 |
Ads that have sound |
13 |
Ads that feature a game |
6 |
Source: Feb. 2000 Jupiter Media Metrix
Inc.
Quarter |
Average Customer Acquisition
Cost |
Q3 1999 |
$35 |
Q4 1999 |
$71 |
Q1 2000 |
$45 |
Q2 2000 |
$40 |
Source: Aug. 2000 Boston Consulting
Group/shop.org
Projected U.S. ad spending in 2005
Medium |
Spending |
|
(billions) |
Newspapers |
$58.9 |
Broadcast TV |
52.3 |
Radio |
23.9 |
Online advertising |
16.5 |
Yellow pages |
16.0 |
Magazines |
13.2 |
Cable TV |
12.7 |
Outdoor |
2.2 |
Source: Jul. 2000 Jupiter Media Metrix
Rnk |
Technique |
Effectiveness Rating
|
% |
1. |
Customer/visitor e-mail |
4.02 |
54% |
2. |
Online PR |
3.59 |
30 |
3. |
Referral partnerships |
3.49 |
20 |
4. |
Sponsorships |
3.48 |
18 |
5. |
Affiliate programs |
3.44 |
27 |
6. |
Search engine positioning |
3.34 |
66 |
7. |
Reciprocal ads/links |
3.32 |
43 |
8. |
Streaming video |
3.21 |
4 |
9. |
Static banner ads/links |
3.05 |
38 |
10. |
Unsolicited e-mail |
2.67 |
11 |
Source: May 2000 Association of National Advertisers (ANA)
Broadband (total) |
5 |
11 |
Cable modem |
4 |
7 |
DSL |
1 |
3 |
Dial-up (total) |
94 |
89 |
Shared line |
75 |
68 |
Dedicated line |
19 |
21 |
Source: Oct. 2000 Statistical
Research Inc.
|