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Holiday Shopping Study Shows Growth in Multi-Channel Shopping and Spending
DoubleClick's Third Annual Holiday Shopping Study Shows Growth
in Multi-Channel Shopping and Spending
Number of Multi-Channel Shoppers Increased From 56% in 2002 to
65% in 2003
New York, NY, 2/4/2004 - DoubleClick Inc.
(Nasdaq: DCLK), the
leading provider of marketing tools for advertisers, direct
marketers and web publishers, today announced the results of the
Multi-Channel Shopping Study - Holiday 2003, DoubleClicks third
annual multi-channel holiday shopping study. The study shows
significant growth in multi-channel shopping and spending during
the 2003 holiday season. The study also shows an increase in the
number of online shoppers that appear to be receptive to
re-marketing after they have abandoned an
online
shopping cart.
Increase of Multi-channel Shopping
The number of shoppers that shop in multiple channels increased
significantly in 2003 versus 2002.
While retail remains the
preferred channel, usage of it declined 2 percentage points (from
87% to 85%), while catalog usage grew from 25% to 27% and Internet
grew from 64% to 66%. The number of multi-channel shoppers grew by
9 points (or 16%) from 56% to 65%.
Multi-channel shoppers also proved, once again, to be the most
valuable. Triple-channel shoppers those who shopped in retail,
Internet and catalog channels were the largest spenders, spending
on average over $1000 this holiday season.
Thirty-five percent of
multi-channel shoppers reported having spent 33% more than single
channel shoppers this holiday season. While this may be reflective
of the overall economic recovery, reasons cited for the increase in
spending included more people to buy for (49%), special offers or
discounts (42%), economic reasons (37%) and more interesting
gifts (36%).
Multi-channel Shopper Profile
The retail-Internet shopper was the most common type of
multi-channel shopper this holiday season accounting for 36% of
respondents, followed by triple-channel shoppers comprising 24% of
respondents.
Retail-Internet shoppers were most often men, while
triple-channel shoppers tended to be female and on average spent
17% more than dual channel shoppers.
Multi-channel shoppers that
purchase in catalogs also tended to be female (57%), whereas those
who purchase online or at retail stores are equally likely to be
male or female. Meanwhile, high spenders (those who spent over
$1,000) tend to be male (56%), age 35 and up (75%), with income
over $50,000 (74%).
Online Shoppers Respond to Re-marketing
The number of shoppers that abandoned online shopping carts due
to additional costs such as shipping and handling increased from
78% in 2002 to 84% in 2003, while the number of people changing
their mind about a product during their online shopping experience
increased dramatically from 19% in 2002 to 32% in 2003. Separate
trend research from DoubleClicks SiteAdvance product reveals that
for every dollar sold online this holiday season, over $6 was
abandoned in a shopping cart.
The positive news for online retailers was the drop (from 23% in
2002 to 16% in 2003) in the number of people citing poorly designed
or confusing shopping carts. Other positive news is the number of
shoppers that appear receptive to re-marketing, with 92% of
shoppers citing free shipping as the most powerful way to lure them
back to a shopping site, while about one-third of multi-channel
shoppers also said they would prefer better images and more product
detail.
Channel Switching
Fifty-seven percent of respondents report that they browsed in
one channel and purchased in another this holiday season. Consumers
who browsed on the Internet most commonly switched to retail stores
for purchasing (43% of multi-channel shoppers reported this), while
19% reported that they browsed in catalogs and purchased in retail
stores and 16% reported browsing in a store but purchasing
online.
Reasons for channel switching varied depending on the relevant
channels. While catalogs appeal to shoppers for their selection,
price and convenience, the majority of multi-channel shoppers
prefer to use other channels for purchasing because they are more
convenient, offer the ability to see and sample the products and
because it is quicker elsewhere. Retail is considered the most
convenient channel with shoppers that browse online but buy in
stores. Ninety-seven percent of shoppers cited this reason in 2003
versus 85% the previous year.
Price was the primary reason shoppers
switched from browsing in retail stores to purchasing in another
channel. The Internet proved most popular for speed of purchasing
and the benefits of 24/7 access, while shoppers browsed online and
bought elsewhere mainly for convenience or to see/sample
merchandise.
The number and value of multi-channel shoppers continues to
increase every year, said Court Cunningham, Senior Vice President
and General
Manager of Marketing Automation
at DoubleClick. Marketers should focus on identifying, targeting
and communicating with this valuable customer segment, to
maximize the value of their marketing and their overall
profitability.
Methodology
The 2003 study, directed by Beyond Interactive and conducted by
Greenfield Online, is based upon 1,000 respondents who were
interviewed online during December 2003 and January 2004. The 2001
and 2002 studies were also directed by Beyond Interactive and
fielded by Greenfield. An executive summary of the 2003 study is
available at www.doubleclick.
com/us/knowledge and the results will
also be presented at DoubleClicks Insight conference in March 2004
(www.doubleclick.net/insight).
About DoubleClick Inc.
DoubleClick is the leading provider of tools for advertisers,
direct marketers and web publishers to plan, execute and analyze
their marketing programs. DoubleClick's online advertising, email
marketing and database marketing solutions help clients yield the
highest return on their marketing dollar. In addition, the
company's marketing analytics tools help clients measure
performance within and across channels. DoubleClick Inc.
has global
headquarters in New York City and maintains 22 offices around the
world.
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