STAMFORD, Conn.--(BUSINESS WIRE)--May 3, 1999--
Increases in adult awareness for top 4 "blue-chip" brands more
than 20 times greater than for other leading e-commerce brands
Amazon.com and priceline.com lead in brand awareness
Awareness for top 4 brands is: amazon.com 101.3 million (51.7%),
priceline.com 91.1 million (46.5%), eBay 63.1 million (32.2%) and
E-TRADE 58.6 million (29.9%)
A new independent study released today shows that the top four
Internet e-commerce brands are widening the public awareness gap
between themselves and other leading companies in the e-commerce
sector. According to the April 22 poll, which measures awareness among
the estimated total U.S. adult population of 196 million:
-- The top four most-recognized e-commerce brands among all U.S.
adults are: amazon.com, 101.3 million adults (51.7%);
priceline.com, 91.1 million adults (46.5%); eBay, 63.1 million
adults (32.2%); and E-TRADE, 58.6 million adults (29.9%).
-- Among the 80.4 million U.S. adults who have yet to use the
Internet, the top four most-recognized e-commerce brands are:
priceline.com, 27.3 million adults (34%); amazon.com, 19.3
million adults (24%); eBay, 9.6 million adults (12%); and
E-TRADE, 8.0 million adults (10%).
-- From summer 1998 through April 1999, the four leading e-commerce
brands have increased their total adult awareness by an average
of 35.8 million adults per brand. By contrast, the nine next
largest e-commerce companies that were measured over the same
period increased their total adult awareness by an average of 1.3
million adults per brand.
-0-
*T
E-Commerce Brand Awareness(a)
Survey Sample = 1,000 U.S. Adults, Projected Total Adults = 196 million
APRIL 1999 SUMMER 1998 CHANGE
---------- ----------- ------
Brand % Million % Million % Awareness
----- Awareness Adults Awareness Adults Change Change
millions)
----------- ------- ---------- ------- ------- ---------
1.amazon.com 51.7% 101.3 37.4% 72.5 +14.3% +28.8
2.priceline.com 46.5% 91.1 32.2% 62.5 +14.3% +28.6
3.eBay 32.2% 63.1 5.7% 11.0 +26.5% +52.1
--------------------------------------------------------------
4.E-TRADE 29.9% 58.6 12.8% 24.8 +17.1% +33.8
5.eToys 21.6% 42.3 Not Sampled Does Not Apply
6.Autobytel 17.9% 35.0 14.8% 28.7 +3.1% +6.3
--------------------------------------------------------------
7.Cdnow 17.2% 33.7 18.8% 36.5 (1.6%) (2.8)
8.Reel.com 14.9% 29.2 18.2% 35.3 (3.3%) (6.1)
9.Buy.com 13.2% 25.9 Not Sampled Does Not Apply
10.Cheap Tickets 10.3% 20.2 Not Sampled Does Not Apply
11.Travelocity 10.0% 19.6 7.5% 14.5 +2.5% +5.1
---------------------------------------------------------------
12.Onsale 9.3% 18.2 8.8% 17.0 +0.5% +1.2
13.Preview Travel 9.2% 18.0 9.5% 18.4 (0.3%) (0.4)
14.Ubid 8.5% 16.7 Not Sampled Does Not Apply
15.Expedia 8.3% 16.3 4.6% 8.9 +3.7% +7.4
---------------------------------------------------------------
16.Netmarket 6.1% 12.0 8.0% 15.5 (1.9%) (3.5)
17.N2K 5.7% 11.2 3.6% 7.0 +2.1% +4.2
*T
(a) Studies were conducted by Opinion Research Corporation
International of Princeton, NJ, and sponsored by priceline.com. For
each study, the research organization polled a nationally projectable
sample of 1,000 adults by telephone over four days. Surveys are
projectably accurate to within plus or minus 3 percentage points.
"These results are a powerful leading indicator of the future
e-commerce economic landscape," said James Dettore, president of The
Brand Institute. "They demonstrate that the top tier of e-commerce
brands have solidified their presence in the U.S. marketplace.
Consumers clearly have drawn a distinction between a select few
e-commerce blue-chip e-commerce companies and the rest of the genre."
This press release may contain forward-looking statements which
are made pursuant to the safe-harbor provisions of the Private
Securities Litigation Reform Act of 1995. Expressions of future goals
and similar expressions including, without limitation, "may," "will,"
"believes," "should," "could," "hope," "expects," "expected," "does
not currently expect," "anticipates," "predicts," "potential," and
"forecast," reflecting something other than historical fact are
intended to identify forward-looking statements, but are not the
exclusive means of identifying such statements. These forward-looking
statements involve a number of risks and uncertainties, including the
timely development and market acceptance of products and technologies
and other factors described in the Company's filing with the
Securities and Exchange Commission. The actual results may differ
materially from any forward-looking statements due to such risks and
uncertainties. The Company undertakes no obligations to revise or
update any forward-looking statements in order to reflect events or
circumstances that may arise after the date of this release.
--30--cl/ny*
CONTACT: priceline.com
Brand Institute
James Dettore, 212/557-2100
or
priceline.com
Brian Ek, 203-705-3026 (brian.ek@priceline.com)
priceline.com
Mike Darcy, 203/705-3331 (mike.darcy@priceline.com)
or
Connors Communications
Jennifer Carr, 212/807-7500 (jcarr@connors.com)
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