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surfers will find you is smart business. Read on to see how big the market
is and how you can grow your business online faster.
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Contents of a Burst Media email containing important Internet usage
statistics ... |
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Current Research You Can Use
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The
Internet has become a must-use tool that helps Americans with many of
life's important - and frequently, not so important tasks.
To understand how the
Internet has impacted the often-frustrating task of searching for product
and service information, BURST! recently surveyed more than 9,200 web
users on their web surfing habits.
Our study supplements BURST! research conducted in June 2002 and
finds that the Internet has become the most important research tool in the
consumers' arsenal.
Majority
Turn to The Internet For Product and Service Information
Our
current study finds that over half (54.6%) of respondents say the Internet
is their primary source of information when evaluating and comparing
products - other media often cited as a primary information source
includes newspapers and magazines (12.2%), as well as television
(8.2%).
The Internet's
importance as an information source is significantly greater among men
than women - with three-out-of-five (60.2%) men saying the Internet is
their primary information source versus half (49.6%) of women.
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All
Ages Use the Web For Product Information
Like
our June 2002 study, the current BURST! study finds all age segments
actively using the Internet as a product and service information
resource.
It is
only among respondents 65 years and older that
fewer than half (40.2%) say the Internet is
their primary information source.
Our
current study finds that respondents between 18-44 years are most
likely to rely on the Internet for product and service
information.
In fact
55.6% of the 18-24 year segment, 60.4% of the 25-34 years segment
and 56.7% of the 35-44 year segment say the Internet is their
primary resource for product and service information.
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All
Income Segments Rely on the Internet
BURST!
research finds all income segments rely on the Internet for product
and service information
(Chart
1).
Among respondents
reporting household income of less than $20,000 there is a 6.6 point
increase from June 2002 to November 2003 in the number saying the
Internet is their primary information source - 48.4% in June 2002
versus 55.0% in November 2003.
An increase of 3.3 points, from 51.0% in June 2002 to 54.3%
in November 2003, is noted during the same period for respondents
reporting household income between $20,000 and $34,999.
Among respondents
earning $75,000 or more, nearly three out of five say the Internet
is their primary source for information on products and services
they are planning to purchase; a finding similar to that of June
2002.
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Time Online Matters Less
Our
study also finds that using the Internet as an information resource
is no longer the sole domain of frequent Internet users.
In fact, BURST! finds
that half (49.4%) of respondents who spend just 3-5 hours per-week
on the Internet cite it as their primary source for product and
service information.
As time spent on the Internet increases so does the
likelihood of saying it is the primary source for product and
service information.
Among web users who spend 11-20 hours per-week on the
Internet 61.3% say it is their primary source for product
information, and the number increases to two-thirds (67.0%) of
respondents who use the Internet 20 or more hours per
week.
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How
you can use this information:
The Internet reaches desirable targets.
Recognize the role the
Internet has in the consumers' purchase process - for many it is less of a
place to purchase and more a place to learn about, compare and evaluate
products.
Explore using
forms of creative that allow consumer's to interact with it, and draw down
product information.
Also, remember that for many consumers, the Internet is the media
of choice.
As you
evaluate your media options remember that the Internet may not only be
your best, but possibly your only chance to reach desirable consumer
targets such as high-income individuals.
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Current
Facts
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Internet
web sites are ranked as the most useful sources for travel news,
according to a new TIA Travel Poll released by the Travel Industry
Association of America (TIA).
The Internet affords
online travelers 24 hour a day access - from home, office or "the
road" - to the most up to date travel information.
The use of the Internet as a
travel resource cuts across nearly all demographic segments - and
includes older, higher educated affluent segments.
BURST h
as
a number of content channels that are ideal vehicles to reach this
older, educated and affluent target.
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BURST!'s
Travel channel reaches 1.8 million unique visitors and delivers more
than 24 million impressions in a month.
The channel's audience
is slightly more male (54.8%) than female (45.2%) and 85% of
visitors are 25 years or older.
Visitors to the
channel are well educated with two-thirds (68.6%) having attended or
graduated college.
In the past year, 81.7% of channel visitors have taken a trip
or vacation - and one-third (36.7%) say they have taken more than
three trips or vacations.
Nearly three-quarters
(72.1%) of visitors to BURST!'s Travel channel research travel
destinations online; 54.6% research airfares and 35.8% purchase
airline tickets online; 52.3% research hotel accommodations and
33.3% make hotel reservations online.
ü
BURST!'s
Business & Finance channel has an audience that is predominantly
male (69.7%) and delivers 13.7 million impressions a month.
Three-out-of-four (75.9%)
channel visitors are 25 years or older, and 78.1% have attended or
graduated from college.
The channel attracts an affluent audience with 38% having a
household income of $50,000 or more.
Over half (55.7%) of
channel visitors either research or manage their
investments/personal finances online.
Also, more than half
(55.6%) of channel visitors say the Internet is their primary source
of information on products they are considering to
purchase.
ü
BURST!'s
Sports & Recreation channel delivers nearly 205 million
impressions and reaches more than 2.3 million unique visitors in a
month.
Over
three-quarters (79.3%) of channel visitors are men, and 65.8% have
attended or graduated college.
Three-quarters (74.0%)
of BURST! Sports & Recreation visitors participated in a
sporting activity in the past month.
Also, in the past
month, nearly two-thirds (64.1%) of channel visitors have attended a
sporting event - and a similar number (66.0%) say they have gone to
the movies.
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Sites In The BURST! Network
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BURST!
is always adding quality, content-rich sites to its network. All sites
added to the BURST! Network are subject to a rigorous screening process.
BURST! also periodically reviews network sites to ensure they continue to
meet our standards. Our continuous auditing guarantees your advertising
message is placed in a high quality content environment, and is receiving
the maximum exposure it deserves. Below are several of the many
interesting sites in the BURST! Network.
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Mountain
bike through India, hunt with the bushman or dive the Great Barrier Reef -
AdventureTV.com is the premiere online destination for content that lets
you experience wildlife, the natural environment, indigenous cultures and
adventure travel destinations worldwide.
AdventureTV.com strives to
entertain and educate anyone, anywhere, anytime about the wondrous and
varied world we live in and to promote environmentally responsible and
respectful tourism throughout the planet.
Two-thirds (67%) of
AdventureTV.com's audience is male -nine-out-of-ten (90%) are over the age
of 18 years.
AdventureTV.com not only draws an active audience, but a loyal one
as well - with 53% saying they visit the sites at least once a
week.
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RealityTVWorld.com
provides coverage of over one hundred reality television programs.
It is the leading web site
dedicated to unscripted TV programming news and information.
RealityTVWorld.com features the
Web's oldest continually operating "Survivor" and "Big Brother" message
boards, dating back to the shows' first seasons.
Reality TV World is visited
by over half a million unscripted television fans monthly.
Much like unscripted programming
itself, Reality TV World's visitors are typically from highly desirable
advertising demographics.
In fact, seventy percent of RealityTVWorld.com's audience is female
and 56% is between the ages of 25-44 years.
The sites' audience is also
a loyal one - with nearly half (49%) saying they visit the site
daily.
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Be
smart, know the tricks for the perfect trip - visit
AllTravelTips.com.
AllTravelTips.com
reveals the travel secrets to make your next vacation a success.
The site features hot travel
tips, travel how-to, as well as travel guides.
Adventure travel: dense and
lush rainforests, sparkling seashores, great waterfalls, pristine
landscapes, whitewater rafting - hot destinations - it all at
AllTravelTips.com.
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About BURST!
Media
BURST!
Media is the only Internet advertising services company dedicated to
supporting the vital interests of web publishers.
BURST!:
-
Delivers
more than 2.5 billion monthly advertising impressions
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Represents
more than 2,000 web sites,
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Reaches
nearly one out of every four people on the Internet, according to
comScore MediaMetrix.
Founded
in 1995, BURST! is recognized as one of the 50 fastest growing companies
in New England and one of the nation's 500 fastest growing companies by
Deloitte & Touche's Technology Fast 500 program.
BURST! is headquartered in
Burlington, Massachusetts. For more information, visit our web site at
http://www.burstmedia.com
or c
ontact me directly via email at:
pserino@BURSTMEDIA.COM
or
by phone at 781 852 5235.
Please
forward any comments you have on Online Insights to
onlineinsights@burstmedia.com
.
To
subscribe or unsubscribe to Online Insights, send a blank email to
onlineinsights@burstmedia.com
with subscribe or unsubscribe in the subject
line.
Happy New Year!
-Paul
Paul
Serino
BURST!
Media LLC
Office 781 852 5235
Cell 781 858 9050
Fax 781
272 0897
8
New England Executive Park
Burlington, MA 01803 USA
Email:
pserino@burstmedia.com
AIM:paulserino2003
"What Do You Really
Care About"?
www.burstmedia.com
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© 2003
BURST! Media, LLC. All Rights Reserved
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