Online Shoppers: Who Are They and What Do They Want?

Two of BIGresearch's Media Consumption Clusters Top the List of Online Shoppers

COLUMBUS, OH -- (MARKET WIRE) – October 18, 2006 -- When it comes to comparative (non-auto) shopping online, BIGresearch's latest Simultaneous Media Survey (SIMM VIII) of over 15,000 consumers revealed that two media consumption clusters top the list, the Independents (37%) and the Opportunity Minded (19%).

BIGresearch's media consumption clusters are behavior-based and derived by analyzing media influence, purchase decisions by merchandise category, experiential time and simultaneous usage. The clusters, developed in conjunction with Martin Block and Don Schultz of the Medill School at Northwestern University, allow for true media consumption segmentation, which is required for increased ROI.

BIGresearch Media Consumption Clusters Ranked By % Who Comparative Shop Online (Non-Auto)

1. Independent 37%
2. Opportunity Minded 19%
3. New Mediacs 14%
4. Persuadables 12%
5. Simultaneous Readers 8%
6. Old School 6%
7. Active Explorers 4%
8. Ravenous 1% 
 

"The Independents typically rank lowest overall in their media consumption habits, while Opportunity Minded consumers score much higher. However, this new data provides valuable evidence on how to reach the low media consumption group of Independents," said Joe Pilotta, VP of Research for BIGresearch.

The following chart demonstrates the online comparative shopping habits of Independent and Opportunity Minded consumers and what they shop for most.

Regularly/Occasionally Comparative Shop Online For:

Category All Independents Opportunity Minded
Auto 61% 55% 64%
Clothing/Shoes 70% 65% 70%
Financial  49% 44% 48%
Real Estate 53% 50% 53%
Medical 71% 68% 78%
Travel 82% 79% 86%

"It's important to remember that comparative online shoppers are also purchasers, but clearly Independents and Opportunity Minded consumers are shopping both for services and staples such as clothing," said Pilotta. "In reaching the low media consumers, marketers and Internet service providers should consider online information as a key investment in creating media campaigns with the best ROI."

"Understanding the media clusters, and the consumer behavior behind them, can lead to very different media plans. For example, a travel client might want to re-think a plan that relies heavily on TV -- no matter how targeted or efficient -- and focus more resources against online and promotional media," said James Geoghegan, President of Media Head, a New York City-based planning and strategy agency which uses the SIMM Clusters in developing media plans.

Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings.

To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com.

About BIGresearch
BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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Contact:
Phil Rist
BIGresearch
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Suite 370
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(614) 846-0146
phil@bigresearch.com