Study: 2007 will be a strong online Christmas shopping season
The U.S.-based web service provider Advertising.com released the results of an online survey on expected Christmas sales for 2007. The study forecasts another strong season for online Christmas shopping. 84 percent of the 502 respondents plan to spend as much or more money online than they did last year.
The US web service provider Advertising.com has published the results of an online survey on the expected Christmas business in 2007. The study predicts another strong season for online Christmas shopping. 84 percent of the 502 respondents plan to spend as much or more money online than last year. In addition to the survey, Advertising.com also analyzed advertising performance data generated between November 23 and December 23, 2006. According to the study published on Pressetext, the buying cycle will be considerably longer this year: 50 percent of respondents stated that they will start their Christmas shopping in October or even earlier. In contrast, in 2006, 44 percent of respondents wanted to start shopping in mid-November and 15 percent only in the last two weeks of December.
To take full advantage of the long buying season, Advertising.com President Lynda Clarizio advises advertisers to leverage their marketing tactics for each stage of the consumer buying cycle - such as online video to increase awareness or search engine marketing to drive traffic. Other interesting study findings: Respondents cited cheaper prices as the main reason for shopping online. Consumers also used the Internet specifically as a search tool: almost three quarters of survey participants visit an average of two to five websites before making a Christmas purchase. In addition, 18 percent even spend a week or two searching before making a purchase.
To take full advantage of the long buying season, Advertising.com President Lynda Clarizio advises advertisers to leverage their marketing tactics for each stage of the consumer buying cycle - such as online video to increase awareness or search engine marketing to drive traffic. Other interesting study findings: Respondents cited cheaper prices as the main reason for shopping online. Consumers also used the Internet specifically as a search tool: almost three quarters of survey participants visit an average of two to five websites before making a Christmas purchase. In addition, 18 percent even spend a week or two searching before making a purchase.
