searcher moms electronics

8/14/2019 Searcher Moms Electronics

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THINKING FORWARD

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lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Searcher Moms StudyElectronics Purchasers

October 17, 2007


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2 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.



Table of Contents

Background & Objectives

Methodology

Executive Summary

Purchase Process & Patterns

Search Attitudes & Behaviors

Internet Usage & Media Consumption

Respondent Profile

Search & Consumer Packaged Goods


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An in-depth understanding of specific segments of online consumers andhow they utilize Search for shopping, product education, entertainment,etc. is critical for the development and execution of successful marketingcampaigns. More specifically, it is imperative to know:

The role Search plays in this purchasing process How Search is used in the information gathering purposes

How influential Search results are in the ultimate decision to purchase

How consumers actually use Search

Through a collaborative effort between Performics, Microsoft and ROI

Research, this study is aimed at uncovering the answers to thesequestions, specifically for the consumer segment of mothers with children

younger than 18.


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Table of Contents


Methodology

Executive Summary




Respondent Profile



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Methodology

This study was conducted among 1,000 consumers fromeRewards panel of over 1.5 million households and includesfemale respondents who have at least one child 18 or youngerliving at home.

Invitations were sent to panelists with the goal of obtaining

demographic characteristics to reflect/represent the generalonline population.

This study was conducted in July, 2007 by ROI Research,Performics and Microsoft.

This report presents findings for the 426 surveyparticipants who have made at least one electronics

purchase in the past six months.

At 95% confidence interval, a sample size of 426 has a samplingerror of 4.7%.


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Table of Contents


Methodology

Executive Summary




Respondent Profile



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Executive Summary

Search engines play a significant role for both online and offline purchases.

76% use search engines to gather information before making any online

purchase, and 63% do so before making any offline purchase.

With regard to purchases made in the eight categories under study, 95% of

respondents say search engines were helpful in providing valuable

information prior to purchasing online, and 89% say the same for the offlinepurchases they made.

72% use search engines to find out where to purchase products offline.

For electronics purchases, search engines are involved in both thebrowsing and purchasing stages.

When respondents are browsing or gathering information prior to a

purchase, search engines are used 48% of the time.

Respondents also report that for actual purchases made in the past six

months, search engines were involved in 52% of online purchases and

31% of offline purchases.

An integrated marketing strategy is very important.

69% of respondents use search engines to further learn about a product or

service after having seen an advertisement.


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Executive Summary

Mothers who have made an electronics purchase in the past six months areexperienced Internet users.

79% spend one hour or more per day using the Internet, and 37% spend

three or more hours per day.

97% have been using the Internet for more than five years.

98% go online once a day or more.

This segment of consumers is comprised of experienced and tenacioussearchers.

89% feel that search engines are the best way to find information, and 92%

always start with the same search engine.

84% will modify and search again if the initial results do not provide what

they are looking for, and 64% will view multiple results pages before

abandoning a search.

58% primarily search using a browser toolbar.

39% say they will try a different search engine if their first search is

unsuccessful.


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Table of Contents


Methodology

Executive Summary




Respondent Profile



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The majority of electronics purchasers also purchaseapparel, entertainment, and travel products.

17%

33%

54%

82%

86%

89%

100%

22%

Automobiles (New or used)

Appliances (Refrigerator, washer/dryer, microwave, etc.)

Financial products (Checking/savings, CDs, retirement,

investment, mortgage/loans, credit cards)

Furniture & home dcor

Travel (Airline tickets, hotel rooms, rental cars, etc.)

Entertainment (Books, music, DVDs, concert/movie tickets, etc.)

Apparel (Clothing & accessories)

Electronics (TV, stereo, DVD player, cell phone, etc.)

For which of the following categories have you made a purchase in the past six months?(Total Respondents N=426)


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Electronics purchasers browse twice as often online asthey browse offline.

Over the past six months, how many times did you gather information or browse forelectronics products? Please include all the times you browsed or gathered informationwhether or not you made a purchase.

Online

Offline

8.03

3.98

N=426

Average #Times Browsed

Average #Times

Browsed

12.01


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Almost one-half of online browsing sessionsinvolve Search.

For the times you gathered information/browsed online for electronics products, whatpercentage of the time did you use of a search engine at any point during the process?

Online

N=426

Average #Times

Browsed8.03

Average %Times Used

Search48%

Average #Times BrowsedUsing Search

4.62


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Almost one-half of electronics purchases aremade online.

Over the past six months, how many electronics purchases did you make?

N=426

Online

Offline

1.54

1.62

Average #Purchases

3.17

Average #TimesBrowsed


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Electronics purchasers make more than one Search-related purchase in a six month period.

For the electronics purchases you made in the past six months, what percentage of the timedid you use of a search engine at any point during the purchase process?

N=426

Online

Offline

1.54

1.62

Average #Purchases

Average #PurchasesInvolving

Search1.43

52%

31%

Average %PurchasesInvolving

Search

.90

.53

Average %PurchasesInvolving

Search


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3%

8%

43%

34%

11%

Not at all

Not very

Somewhat

Very

Extermely

Thinking of all the offline purchases youvemade in the above categories during thepast six months, how helpful were searchengines in providing valuable informationthat resulted in your decision to purchase?(Total Respondents N=426)

2%

3%

30%

47%

18%

Not at all

Not very

Somewhat

Very

Extermely

Thinking of all the online purchases youvemade in the above categories during thepast six months, how helpful were searchengines in providing valuable informationthat resulted in your decision to purchase?(Total Respondents N=426)

Electronics purchasers rely heavily on Search to gatherinformation before making both online and offlinepurchases.


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Intent to use Search is highest for higher ticket items.

33%

44%

57%

67%

67%

76%

77%

34%

Financial products

Apparel

Furniture & home dcor

Entertainment

Automobiles

Appliances

Electronics

Travel

For future purchases you make in each of the following categories, how likely are youto use a search engine in the information gathering, shopping and purchasing process?(Five Point Scale Summary Very/Extremely Likely)

(Total Respondents N=426)


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Table of Contents


Methodology

Executive Summary




Respondent Profile



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Electronics purchasers believe Search is the mostefficient way to find information, and they are loyal anddetermined searchers.

14%

58%

64%

75%

84%

89%

92%

All search engines give the same results

If I don't find what I'm looking for I will try a different search engine

I do most searches using a toolbar in my browser

I will go through multiple search results pages b/f abandoning a

search

I usually find what I'm looking for on the first results page

If I don't find what I'm looking for on first search, I modify my search

and try again

Search engines are the most efficient way to find information

I always start with the same search engine

39%

For each of the following statements, please indicate how strongly you agree or disagree?(Five Point Scale Summary Agree)



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Electronics purchasers use Search to find manufacturerwebsites, for comparison shopping and to gather informationprior to making both online and offline purchases. Two-thirdssay they use Search after seeing an advertisement.

58%

69%

72%

76%

79%

89%

63%

Use search engines to find coupons, specials, sales, etc.

Use search engines to gather information b/f making an offline

purchase

Use search engines to further learn about a product/service

after seeing an ad

Use search engines to find out where to purchase offline

Use search engines to gather information b/f making an online

purchase

Use search engines to find the best price for a product/service

Use search engines to find specific manufacturer/product

websites




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Electronics purchasers rely on Search for non-purchase related activities.

32%

64%

67%

87%

47%

Use search engines to

research financial planning

options

Use search engines to help my

children with homework

Use search engines to stay

updated about news and

current events

Use search engines to find

entertainment related websites

Use search engines to make

travel or family vacation plans




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Table of Contents


Methodology

Executive Summary




Respondent Profile



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Electronics purchasers spend the most time with the Internetand TV 37% spend three or more hours per day using theInternet and 36% spend three or more hours per day watchingTV.

1%

25%

38%

43%

20%23%

46%

53%

45%42%

37%

19%

7% 10%

21%

28%

6%

1% 1%

16%

8%

4%1% 1%

4%

Internet Television Radio Magazines Newspapers

5 hours per day

How much time would you estimate you spend with each of the following types of media?(Total Respondents N=426)


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What year did you first start using the Internet?(Total Respondents N=426)

95% have been using the Internet since 2000 or prior.

28%

16%

10%

12%11%

5% 5%

2%

1%1%

0%1%

0% 0%

9%

1993 or

earlier

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007


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Respondents are heavy Internet users two-thirds goonline many times per day

68%

5%

2%

0%

0%

25%

Many times per day

2-3 times per day

Once a day

Several times a week

Once a week

< once a week

On average, how often do you usually go online?(Total Respondents N=426)


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and 86% have an average online session of 11minutes or more.

14%

21%

26%

15%

12%

2%

11%

> 60 minutes

46-60 minutes

31-45 minutes

16-30 minutes

11-15 minutes

5-10 minutes

< 5 minutes

On average, how much time do you spend for each online session?(Total Respondents N=426)


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Table of Contents


Methodology

Executive Summary




Respondent Profile



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One-third of respondents have one child, and nearlyhalf have two children.

0%

15%

47%

34%

4%

Five or more

Four

Three

Two

One

How many children younger than 18 do you have who are living at home?(Total Respondents N=426)


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43%

20%

37%

13-18

6-12

1-5

Nearly half of respondents have teenaged children, andjust less than a quarter have only children aged fiveand younger.

Age of oldest child(Total Respondents N=426)


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Respondents are closely split between those havingonly female children, only male children or both.

29%

38%

34%

Male Only Female Only Both

Child gender breakdown(Total Respondents N=426)


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Just over half of respondents are stay-at-home moms.29% are employed full-time and 19% work part-time.

5%

29%

52%

14%

Part-time - in home

Part-time - out of home

Full-time

Stay at home mom

19%employedpart-time

48%employed

What is your employment status?(Total Respondents N=426)


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The majority of respondents are aged 35-49.

1%

57%

26%

1%

15%

Prefer not to say

50+

35-49

25-34

18-24

What is your age group?(Total Respondents N=426)


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Two-thirds of respondents live in suburban areas.

18%

21%

41%

20%

West

Northeast

South

Central

Where do you live?(Total Respondents N=426)

13%

66%

21%

Rural

Urban

Suburban

How would you characterize the areawhere you do most of your purchasing?(Total Respondents N=426)


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Respondents are highly educated 66% have at least acollege degree.

25%

22%

8%

3%

0%

41%

Graduate school

Completed college

Some college/associate

degree

Completed high school

Completed technical or

vocational school

Some high school or

less

Please indicate the highest level of school youve completed.(Total Respondents N=426)


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One-third of respondents have a household income of$100K or more.

20%

20%

16%

8%

2%

36%

Prefer not to say

$100,000 or more

$75,000 - $99,999

$50,000 - $74,999

$30,000 - $49,999

< $30,000

What is your total household income before taxes?(Total Respondents N=426)


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Over one-quarter of respondents drive a minivan.

1%

1%

1%

1%

3%

5%

25%

30%

33%

0%

None

Van

Crossover

Compact care

Truck

Station wagon

Sports car

Sedan

Minivan

SUV

What type of vehicle do you drive?(Total Respondents N=426)


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Nearly all respondents are the primary groceryshopper.

98%

2%

Yes

Are you the primary grocery shopper in your household?(Total Respondents N=426)


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Table of Contents


Methodology

Executive Summary




Respondent Profile



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How often do you use a search engine to gather information about the followingproduct categories?(Total Respondents N=426)

Search plays a role in CPG purchase process.

38%

49%

58%

82%

52% 50%44%

28%

16%

10% 8% 6%

14%

2%

42%

Pers onal Care Produc ts Food Hous ehold Care

Products

Baby & Childcare

Supplies

Soft Drinks

Never Sometimes Often


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Those who use search for CPG categories do soprimarily to find offline retail locations, compare pricesand research products.

53%

63%

68%

69%

70%

71%

62%

Find online purchase

locations

Find sales/specials

Find

coupons/incentives

Gather product

information

Product reviews

Compare prices

Find retail locations

For which of the following do you use search engines when gatheringinformation about the above product categories? (Select all that apply)(Total Respondents N=426)


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While CPG products are primarily purchased offline, 47% ofrespondents say they purchase personal care productsonline, followed by food (28%) and baby supplies (24%).

53%

76%80%

94%

41%

26%20%

17%

5%6% 2% 4% 3% 1%

72%

P ers onal Care P roduc ts Food B aby & Childc are

Supplies

Household Care

Products

Soft Drinks

Never Sometimes Often

How often do you purchase products in the following categories online?(Total Respondents N=426)


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Intent to use search for future CPG purchases is low,which is inconsistent with past use of search.

5%

11%

14%

17%

9%

Soft drinks

Household care

products

Food

Baby & childcare

supplies

Personal care

products

For future purchases you make in each of the following categories, how likely are youto use a search engine in the information gathering, shopping and purchasing process?(Five Point Scale Summary Very/Extremely Likely)



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THINKING FORWARD

Thank you

searcher moms electronics

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