ONLINE-ADS>> Quantifying Consumer Online Spending

Mary Firme (maryfirme_at_imaginemedia.com)
Wed, 24 Jun 1998 15:38:08 -0400

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In the midst of the click-through debate, I thought I'd
throw some data in the mix that at least will make the
direct commerce people pretty happy.

We've just concluded an online study of 16,499 US
residents drawn from the visitors of music, movie, tv,
sci-fi and games sites online. Very interesting to this
list in general are the results we saw from the survey on
past and future online consumer spending. (Having gleaned
so much great info from the list in the past, I thought
I'd add to the knowledge pool):

average amount spent online for all products and services
in the last 12 months

men 15-24 $576
men 17-34 $691

women 15-24 $490
women 17-34 $539

9,350 respondents 15-24: 8,376 male; 941 female
10,136 respondents 17-34: 8,756 male; 1,345 female

* What's great to see in the next question is how much
spending appears to be growing, especially with the men.

average amount expected to spend online for all products
and services in the next 12 months

men 15-24 $644
men 17-34 $772

women 15-24 $505
women 17-34 $550

9,335 respondents 15-24: 8,363 male; 940 female
10,121 respondents 17-34: 8745 male; 1342 female

We did this study as part of our launch of theden.com:
daily entertainment network now live online at
http://www.theden.com. The study was conducted and
tabulated by World Research, Inc of San Jose, CA.

You can also find the overview of all the responses from
15-24s online at
http://www.theden.com/web?MIval=den%5fsubpage%5f10

I'm happy to send an email version of the results showing
both 15-24s and 17-34s for all questions -- just email me
direct and I'll send them your way.

Cheers,

Mary Firme, Development Director
the den.com: daily entertainment network - http://www.theden.com
imagine media, inc.
150 north hill drive
brisbane, ca 94005
t: 415-468-4684 x428
f: 415-468-4686
e: maryfirme_at_imaginemedia.com

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