Commentary
FSI On The Web?
- by June 22, 2001
eMarketer's eAdvertising Report quotes Wirthlin Worldwide saying that 80% of internet users in the US ignore banner ads! But Cyber Dialogue found that online coupon downloaders are more receptive to banner ads than general internet users -- 46% compared to 39%, respectively. And this "coupon download" population is more likely to do a host of shopping and shopping-related activities online compared to their general internet user counterparts.
In a 2001 study, Cyber Dialogue finds that 14.9 million US adults, or one-fifth of the country's online population downloaded online coupons within the last three months. 57% of those who downloaded coupons wound up redeeming them. 48% redeemed coupons offline, while 24% did so over the internet.
According to the study, 94% of adult internet users in the US who download or "clip" coupons online have shopped on the internet, compared to 78% of the general online population. Cyber Dialgoue estimates that there are 84.9 million adults currently online in the US, and that 14.9 million have downloaded an e-coupon in the past three months.
Here's a comparison of shopping habits of general online population vs coupon downloaders (as a % of each):
+-----------------------------+------------+-------------+ | |
General | Coupon | | | Population | downloaders | +-----------------------------+------------+-------------+ | Have shopped online | 78% | 94%
| | Have made a purchase online | 42 | 59 | | Have purchased offline | 48 | 67 | | after shopping online | | | | Clicked on web
ads | 49 | 68 | | Have purchased an item | 11 | 16 | | after seeing online ad | | | | Find banner ads helpful | 39
| 46 | +-----------------------------+------------+-------------+ Source: CyberDialogue
And, looking at the income demographics of the US Coupon Clipper
+-----------+--------+-------------+---------+ | HH Income | Online | Coupon | Offline | | | Adults | downloaders | coupon | | | |
| users | +-----------+--------+-------------+---------+ | | | | | | Under | 33% | 32% | 49% | | $40,000 | | |
| | 40-74,999 | 38 | 41 | 32 | | 75+ | 29 | 27 | 19 | +-----------+--------+-------------+---------+ source: CyberDialogue, FSI Council of North
America,2001
Read more at emarketer.com.
