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)
| Connection Type | Spring 2000 % | Fall 2000 % |
|---|---|---|
| Broadband (total) | 5 | 11 |
| Cable modem | 4 | 7 |
| DSL | 1 | 3 |
| Dial-up (total) | 94 | 89 |
| Shared line | 75 | 68 |
| Dedicated line | 19 | 21 |
