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2008. augusztus 21.

A sütik (cookies) egyre elfogadottabbak Amerikában - 2008 augusztus

Az internetezők 42 százaléka szerint a sütik (cookies) fontosak, szemben az egy évvel korábbi 35 százalékkal. A megkérdezettek 66 százaléka helyesen határozta meg azok szerepét. És csak 30 százalék képes hatékonyan eltávolítani a sütiket a számítógépéről.

InsightExpress, a leading digital marketing research firm, announced today the results of the third wave of a study designed to examine consumer thoughts, attitudes and behaviors surrounding cookies and cookie deletion. The research, which replicates studies conducted in the spring of 2005 and 2007, indicates that in 2008 more consumers than ever recognize that cookies are important to their Internet experience, while the ability to delete cookies effectively has remained static.

Industry education efforts may be behind both an increased acceptance of cookies, as well as a clearer understanding of their purpose. According to the InsightExpress study, today 41.5 percent of respondents feel that cookies are important to their overall Internet experience. This number represents an upward trend, having jumped from 35 percent in 2007 and 30 percent in 2005. The increase can perhaps be attributed to a better understanding of the role that cookies play. The researchers found that when asked to describe in their own words what cookies are, 6 out of 10 responses were on target. Respondents repeatedly mentioned themes such as efficiency, ease of use, and customization.

While cookie acceptance is on the increase, the ability to actually delete them has not improved significantly over the past two years. Back in 2005, 35 percent of respondents were able to delete cookies effectively, but in 2007 this number dropped to 28 percent and it leveled off at 30 percent in 2008. Furthermore, only half of those who believed that they deleted their cookies were in fact able to do so. However, with 47 percent of respondents attempting to delete cookies on a weekly basis, this behavior remains fairly common among a segment of the online population. Although almost half (49 percent) of these individuals agreed that cookies are important to them when using the Internet, the most common reason for deletion was "general computer clean up."

"Cookie deletion is far less prevalent than most of us would believe," said Drew Lipner, SVP, Group Director, Digital Media Measurement at InsightExpress. "Our research has shown that the number of people successfully able to delete cookies has remained relatively static over the past two years. Today, we are seeing the impact of the industrys consumer education efforts as the percent of individuals who value cookies continues to increase steadily."

Forrás: InsightExpress

Az Internet és a fogyasztók választása Amerikában - 2008 május

Az Internet fontos szerepet tölt be a beszerezni kívánt dolgok utáni kutatásban, de az Internet csak az egyik forrás és rendszerint a végső döntés meghozatalában nem a kulcsszereplő.

A new study by the Pew Internet & American Life Project tracks the decision-making processes for buying music, purchasing a cell phone, and buying or renting a home. Here are the top three sources used in product research for each of the three products.

For those who have bought music in the prior year:
  • 83% say they find out about music from the radio, the television, or in a movie.

  • 64% say they find out about music from friends, family members, or co-workers.

  • 56% say they find out about music through various online tools, such as going to a band’s or artist’s website or streaming samples of songs to their computers.
Among those who have purchased a cell phone in the prior year: 59% asked an expert or salesperson for advice.
  • 46% go to one or more cell phone stores.

  • 39% use the internet.
For those who have rented or bought new housing in the prior year: 49% use the internet.
  • 49% look through ads in the newspaper.

  • 47% ask a real estate agent for advice.
Even though many buyers use the internet in product research, relatively few say online information had a major impact on the product choice they eventually made. Only 7% of music buyers, 10% of cell phone buyers, and 11% of those who bought or rented a home in the prior year say that online information had a major impact on their decision.

“The internet is a tactical tool for shoppers who use it in product research, and usually not a game-changer in people’s purchasing decisions,” said John B. Horrigan, Associate Director at the Pew Internet Project and author of the report.

“Its impacts show up in efficiencies in the search process. Even for a digital product such as music, people more often than not buy in stores, not online.”

Among online Americans who use the internet for product research, online resources make shopping more efficient by helping them explore options and compare features. And while sizable numbers say it helps them get better deals, few execute the purchase online.

For music buyers who used the internet to find out about music: 68% said it helped them learn more about bands or artists they were interested in.
  • 42% said online information helped them save money in buying music.

  • 37% said it led them to buy more music than they otherwise would have.
Nonetheless, just 22% of all music buyers say their most recent purchase was online (either a digital download or ordering a compact disc), while 74% said their most recent purchase was at a store. Among smaller set of music buyers using the internet to find out about music, one-third (33%) said their most recent purchase was online.

Among cell phone buyers who used the internet for product research: 48% said it changed the model or brand of the cell phone they bought.
  • 43% said online information led them to get a phone with more features than they otherwise would have.

  • 41% said online information helped them spend less on their phone.
Just 12% of all cell buyers say they bought their cell phone online; among the smaller set of music buyers using the internet to find out about music, 26% said they purchased it online.

Among those who bought or rented a home in the prior year: 57% say it reduced the number of places they looked at.
  • 54% say they took a video tour of the house, apartment, or neighborhood in which were interested.

  • 29% say they thought online information helped them save money on the house they bought or apartment they rented.
“Shoppers cast their information nets widely when researching a product, so online information exists in a competitive product research environment,” said Horrigan. “This gives online vendors incentives to promote an environment of trust and reliability at their websites.”

Forrás: Pew Internet

Online reklámpiac 18 százalékos növekedés Amerikában - 2008 július

Az online reklámpiac 18 százalékkal növekedett 2008 első negyedévben előző év azonos időszakához képest Amerikában és a 5,8 milliárd dollárt ért el. A mindenkori második legmagasabb negyedéves forgalmi értéket. A gazdasági nehézségek ellenére az internetes reklámpiac élénk.

The Interactive Advertising Bureau (IAB) today announced that Internet advertising revenues reached $5.8 billion for the first quarter of 2008. The 2008 first quarter revenues are an 18.2 percent increase over the same period in 2007, and represent the second highest quarter ever recorded, after Q4 2007’s $5.9 billion.

“We continue to experience significant growth and vitality in interactive marketing, media and advertising,” said Randall Rothenberg, president and CEO of the IAB. “We expect growth to continue, as consumers spend more and more time online, and marketers find more – and more innovative – ways to reach them through digital media.”

“The fundamentals of interactive advertising spend continues to be positive and I would expect to see continued growth in the future.” said David Silverman, partner, Assurance, PricewaterhouseCoopers “The cyclical fourth quarter to first quarter drop in traditional media advertising spend, combined with an overall economic slowdown, resulted in a not so unexpected first quarter slowdown in the growth of online advertising.”



Forrás: IAB

Az Internet vásárlóereje Európában - 2008 január

Az európai internetes vásárlók 40 százaléka az online keresések után más márkát vásárol, mint amit eredetileg tervezett. A britek a legjobban befolyásolhatók az internetes információk által (49%), az olaszok a legkevésbé (27%). Az European Interactive Advertising Association (EIAA) kutatása szerint.

The EIAA Mediascope Europe 2007 Study, managed by SPA and conducted by Synovate, explores the trends and spending patterns of Europe’s online shoppers.



Over half (59%) of online shoppers cite that websites of well known brands are an important source of information when researching or considering a product or service and search engines are considered more useful (76%) than personal recommendations (72%). 61% find price comparison websites a useful source of information, while 57% look to customer website reviews to help them choose.

The study highlights that European consumers are most likely to change their mind as a result of online research when it comes to buying electrical goods - 59% changed their minds on brand - and 43% changed their mind when it came to booking holidays and travel.

Alison Fennah, Executive Director of EIAA comments, “In comparing e-commerce behaviour across Europe, it’s clear that as markets develop in online sophistication, shoppers consume a wider variety of marketing messages which influence their brand purchase decision. In response, marketers must develop ever more effective engagement strategies for their consumers.”

Online Sales – 1.3 billion purchases online

A massive 80% of European internet users have bought a product or service online, up 3% since 2006 and double the 2004 figure. In fact, these European online shoppers made 1.3 billion purchases in just a six month period, spending an average of €747 each online.

The percentage of online shoppers buying particular products and services has increased significantly since 2006 with the number purchasing mobile phones online increasing by 33%, financial products up 22%, home furnishings up 18%, car accessories up 13% and holidays up 11%. Both electrical goods and cinema tickets have seen a 10% growth in the number of online shoppers buying online.

Overall, the most popular online purchase is travel tickets (54%), closely followed by holidays (42%), books (40%), concert/theatre/festival tickets (38%), clothes (33%) and electrical goods (33%).



Online Stereotypes?

The research highlights the gender differences of online shoppers with female shoppers focusing on clothes (40% vs. 27% of men) and holidays (46% vs. 38% of men) while their male counterparts go for electrical goods (39% vs. 27% of women) and CDs (25% vs. 20% of women).

Heavy online users

European online shoppers are heavy users of the internet. 84% of online shoppers go online via a broadband connection (compared to 70% of internet users who have not bought a product/service online) and on average they use the internet on 5.7 days each week, spending an average of 12.3 hours online (above the European average of 11.9) and over half (51%) log onto the internet every day.

“Our research highlights just how powerful the internet has become in influencing purchase decisions amongst consumers,” says Alison Fennah, Executive Director of the EIAA. “Ever increasing numbers are taking advantage of the cost savings and convenience that online shopping offers and are using the internet in their purchase decisions, from research right through to end payment. Marketers need to be aware of how powerful online marketing can be in this process and ensure they engage with the right customers at the right time.”

With over 7,000 people across Europe interviewed, The EIAA Mediascope Europe Study is one of the most comprehensive pieces of research available into how people allocate their time across media in Europe and how consumers use the internet for content, communication and commerce.

Forrás: European Interactive Advertising Association (EIAA)

E-kereskedelem Magyarország - 2007 szeptember

A magyar internetezők 45 százaléka már vásárolt az Interneten. Az e-vásárlásokat 36 százalék kockázatosnak tartja. A fizetés általában készpénzben történik. A vásárlások népszerűbbek, mint az aukciók. A legismertebb e-kereskedelmi márkák: bookline.hu (8%), fotexnet.hu (6%) and alexandra.hu (5%)

The top lines of the research results show the following:
  • 45% of Internet users from Hungary declared that they have ever been shopping on the Internet.
  • E-shopping is still in the phase of development. It is considered risky by 36% of those who heard about online shopping, and the payments in case of online stores are made mostly in cash.
  • In Hungary online stores are considerably more popular than auctions. The domestic market edged up to 41% for online stores, whilst auctions maintain a lower level of 11% represented mostly by vatera.hu and teszvesz.hu.
  • Unaided brand awareness for online stores indicates that this market is very fragmented: except for a few more widely known players, there is a great number of smaller stores, with brand awareness level lower than 2%. The following online stores stand out: bookline.hu (8%), fotexnet.hu (6%) and alexandra.hu (5%)
Attitudes towards online shopping
  • About half (51%) of Internet users love or like shopping. They are also highly aware of online shopping (91%).
  • When shopping, in general, Hungarians are concerned about saving money (32%), buying products of the best quality (22%), and spending on shopping as little time as possible (18%), but spending it in a pleasant way (14%).
  • Search engines (57%) and offers of different online stores (24%) are the most popular sources of information when looking for a product on the Internet.
  • Internet is the most preferred media when looking for information about the following products and services:
– train, bus, plane tickets (64%);
– travel services (52%);
– movie and theater tickets (42%);
– phones and GSM accessories (41%);
– photo equipment (40%);
– books, CDs, movies (36%);
– computer software (36%);
– computer hardware (35%);
– consumer electronics and home appliances (32%)

Unaided brand awareness – online stores
  • E-shops’ brands with the highest unaided brand awareness are:
– bookline.hu (8%);
– fotexnet.hu (6%);
– alexandra.hu (5%).
  • The long tail phenomenon is visible in popularity of Hungarian online stores. Besides a few leaders (whose leading positions are not strongly pronounced), there is a great number of less popular online stores (listed by less than 2% of Hungarian Internet users). Such online stores were mentioned by 35% of respondents.
  • Two leaders in this market are vatera.hu (23%), and teszvesz.hu (17%). eBay places third (both eBay.com and its regional European sites) with 11%. The remaining sites constitute 9% of answers.

    The results are less fragmented than the ones for online stores – auctions with less than 2% of total indications were mentioned by only 9% of respondents. This can be explained by concurrence of three facts:
- only 11% of Hungarian Internet users shop at online auctions,
- registering on many auction web sites is not very convenient,
- a certain number of active users is required for an auction site to become attractive
(network effect is important in this type of sites).
  • Almost two thirds (63%) of Internet users who have heard about the possibility of shopping online have heard about price comparison engines as well. The aided brand awareness indicates that the most popular are:
– arukereso.hu (46%);
– depo.hu (44%);
Followed by:
– olcsobbat.hu (22%);
– argep.hu (12%).
  • The factors that would encourage Hungarian e-shoppers to buy online more frequently are lower prices (18%) and special offers and discounts (16%). Better own financial situation as well as wider assortment and its better presentation are ranked behind (9%, 9% and 8% respectively).
Online stores
  • 41% of Hungarian Internet users have ever shopped in online stores.
  • Shopping in online stores is far more popular than on auctions – 92% of e-shoppers do shopping in online stores and every fourth e-shopper visits online auctions for that purpose.
  • The reasons for choosing online stores are: saving time (50%), possibility of ordering at any time (42%), possibility of purchasing products not available elsewhere (41%) and prices lower than in traditional stores (38%).
  • The most often mentioned problem related with the usage of online stores is the long product delivery time (9% of e-shoppers declared so). Other reasons for dissatisfaction scored 6% and below, while 70% of e-shoppers reported no problems at all.
  • Almost half of online stores’ customers has resigned from purchasing online (47%) at least once, mainly due to changing their mind (38%) or finding better or cheaper products elsewhere (23%).
  • Hungarian e-shoppers have two main purchase strategies. They either look for the best price of a product to be purchased via Internet by comparing offers from different stores and choosing the best one (44%) or are loyal to one store and do not look for other shopping opportunities (41%).
  • When searching for information and opinions on online stores, almost one third (29%) use different web sites and portals for this purpose while 27% do not look for this kind of information and prefer to rely on their own experience. Friends are the source of information for 21% of respondents using online stores.
  • 40% of respondents who bought something in an online store during one month preceding the study declared spending 20 000 Ft or less, 15% declared spending above 20 000 Ft.
    43% didn’t know the amount of money spent in an online store or refused to answer.
  • 3 most popular categories of products bought in online stores are:
– books, CDs, movies (61%);
– train, bus, plane tickets (33%);
– movie and theater tickets (32%);
followed by:
– travel services (21%);
– computer hardware (18%);
– phones and GSM accessories (17%);
– photo equipment (17%)
– consumer electronics and home appliances (17%).

Auctions
  • 11% of all Internet users have ever done shopping at online auctions. It is equal to 24% of online shoppers.
  • The most popular products bought on auctions are:
– books, CDs, movies (43%);
– computer hardware (25%);
– clothes and jewelry (24%);
– children’s accessories and toys (19%);
– consumer electronics and home appliances (17%);
– collectors’ objects (17%);
– phones and GSM accessories (15%).
  • The main reasons for which Hungarian Internet users decide to buy at online auctions are:
– availability of products that are more difficult to be found in some other place (48%);
– prices lower than in a traditional store (45%).
  • Majority of online auctions’ users (59%) reported no problems while buying on auctions. The most typical obstacles that e-shoppers come across while buying on auctions are:
– false information on the web site (16%);
– dissatisfaction with received products (14%);
– lack of important information while shopping (13%);
– poor customer service (9%);
– long time of waiting for the product’s delivery (7%);
– problems with warranty and returning damaged products (7%).
  • Most popular methods of payment at online auctions are: bank transfer (57%) and cash on delivery (40%). This is notably different than in online stores – where cash on delivery is still much more popular (65%) than credit card (29%) and bank transfer (28%).
Internet users who do not shop online
  • 53% of respondents who have never done online shopping considered doing that. More than one fourth (28%) of those who were thinking about such option actually tried to buy a product on the Internet.

  • Respondents who have never shopped online justified it with the following reasons: they like to see the product and evaluate its quality (61%), they are afraid of providing their credit card data (40%), they are also used to traditional stores (38%).

  • Amongst reasons for not buying in online stores or on auctions in case of those who tried to do it are: changing their mind (32%), the prices of delivery and the product being too high (31% and 25%) and being afraid that online transactions are not safe (25%).
  • The intention of to shop online in the future among Internet users who have never done it before is moderate (28% of respondents marked ‘rather yes’ or ‘definitely yes’ while 43%: ‘rather not’ or ‘definitely not’). Undecided users represent almost one third (29%) of respondents who have never bought in online stores.
Forrás: Gemius
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