DoubleClick Inc. today announced that the Spring 2002 @plan Advertising report, a media intelligence tool, will now provide agencies with consumer online spending on the Internet. DoubleClick says
that media planners can now understand the price range a consumer spent on certain shopping categories, and as a result, they can determine whether the consumer is a heavy, medium or light spender.
Popular shopping categories include auctions, airlines, books, clothes, computer software, music and office supplies.
For example, DoubleClick says that online spending levels differ significantly
for Baby Boomers (the 45-54 age group) and generation X (the 25-34 age group). Over the last six months, Baby Boomers were found to be predominately heavy spenders across shopping categories,
including:
The hotel/lodging reservations category, spending more than $500. They are 63% more likely to be heavy spenders in this category compared to Generation X, who spend $99 or less.
The clothes/apparel category, spending $500 or more. They are 43% more likely to be heavy spenders in this category compared to Generation X, who spend $99 or less. The books category,
spending more than $250. They are 28% more likely to be heavy spenders in this category compared to Generation X, who spend $99 or less. DoubleClick also found Generation X to be predominately
light spenders across shopping categories, including:
The music CDs/tapes category, spending $24 or less, compared with Baby Boomers who were heavy spenders in this category, spending more than
$100. The auctions category, spending $99 or less, compared with Baby Boomers who were heavy spenders in this category, spending more than $500. The airline tickets category, spending $249
or less, compared with Baby Boomers who were heavy spenders in this category, spending more than $1000. Both Generation X and Baby Boomers were found to be medium spenders in the event tickets
(spend between $100-$249) and computer hardware categories (spend between $250-$1999). However, Generation X were heavy spenders in the movie videotapes/DVDs category (spend $100 or more), and they
were twice more likely to spend in this category than Baby Boomers.
