• by Masha Geller , July 18, 2003

Here are the answers I promised yesterday. Out of the more than 150 responses I got yesterday, not one person got all 10 questions right, but Rick Neuhoff, VP of Marketing at E-Management Group, got the highest score with 6. Now accepting submissions for the next quiz - send me questions and answers (with sources) and we'll do this again soon.

Q1: The most active online demographic is? (Active = goes online multiple times a day)
A: Men 18-25
B: Women 25-45
C: Teens: 12-19
D. Ad Tech Attendees
Answer: B. Yes, it's the women. Women 25-45 are online getting whatever they need. Are you there to give it to them? Source: Pew Internet Research

Q2: Adding some form of community to a site increases repeat visits by how much?
A: x2
B: x5
C: x9
D: x20
Answer: C. Yep 9 times. It's true. The more the merrier, and the more often. And you get to hear what consumers are saying about your brand, your products and your company even before the press does. It's more than just CHAT, its ROI. Source: Forrester Research

Q3: The airlines are predicting that they will do what percent of 2003 sales online?
A.18%
B: 25%
C: 34%
D: 40%
Answer: C. Considering the category's slump, a real statement about where all travel planning will move to in the future. Source: comScore Media Metrix

Q4: What percent of consumers report giving up television to be online?
A: 13%
B: 23%
C: 35%
D: 44%
Answer: D. So what are those broadcast media dollars buying? It's a question management may ask soon. Source: AOL Digital Marketing Sources

Q5: What percentage of Internet users visits automotive sites in an average week (in Feb)?
A: 10%
B: 33%
C: 45%
D: 62%
Answer: B. These users are probably looking beyond the movies to get everything they need to make that big decision. Source: comScore Media Metrix

Q6: What percentage of US Internet users has REDEEMED an online coupon?
A: 12%
B: 20%
C: 34%
D: 39%
Answer: B. From a site, a banner or wherever your customers or your competitors' customers are gathering online. Source: eMarketer

Q7: What percentage of US Internet users has made a purchase after receiving a permission-based email from the marketer?
A: 27%
B: 42%
C: 53%
D: 69%
Answer: B. 42% is right, and we bet this one surprised you. It's a powerful rationale to reach out through the spam. Just get permission first. Source: Forrester Research

Q8: Kids (6-17) are most likely to go online with their?
A: Best Friend
B. Mom
C: Dad
D: Teacher
Answer: B. Mom. Yes, Mom. How convenient for marketers, if you can get them both to do what you want: buy your product. Source: Grunwald Associates

Q9: What percentage of US Internet users did their banking online in 2002?
A: 13%
B: 17%
C: 32%
D: 48%
Answer: B. Remember how long it took your grandma to use an ATM? Source: Gartner Group

Q10: Which two publications were ranked #1 and #2 as most-read among media buyers and planners?
A: MEDIA magazine & MediaDailyNews
B: AdAge & BtoB
C: Adweek & Brandweek
D: ClickZ and TurboAds
Answer: A. Media Magazine & The MediaDailyNews are the ones and twos. Source: Insight Express