uesday May 25, 10:52 AM Eastern time
Company Press Release
In 1999, People Talk More About Their Last
Internet Shopping Trip Than Their Favorite
Movie Or Restaurant
PRINCETON, N.J.--(ENTERTAINMENT WIRE)--May 25, 1999--Star Wars(R) or
that 300 bargain flight to the coast Beanie babies(R) or the hot new
restaurant in town Given the choice, people talk more about their Internet
shopping experiences than their favorite film or restaurant, according to a
series of three independent studies released today. Word of mouth is the
secret ingredient in today's market-driven economy and shopping on the
Internet is what people love to talk about.
The studies found that:
- The average U.S. adult tells 8.6 other people about their
favorite movie
- The average U.S. adult tells 6.1 other people about their
favorite restaurant
- The average Internet shopper tells 12 family members, friends,
relatives, co-workers and others about their Internet shopping experiences
Average Number Of Other People Told About ECommerce Classes(a)
Products TOTAL Family Friends Relatives Co Others
workers
Auctions 14.8 3.2 5.0 2.0 2.6 2.0
Travel 12.2 3.2 3.3 2.0 2.5 1.3
Services
Books/videos 11.7 3.0 4.4 1.5 2.2 0.6
Computer 11.7 2.7 3.7 2.0 2.4 0.9
Hardware/
Software
CDs/Cassettes 11.0 2.8 3.7 1.3 1.8 1.5
Stocks 10.6 2.6 3.7 1.5 1.9 0.9
Average Number Of Other People Told About Specific Internet
Shopping Companies(a)
Company TOTAL Family Friends Relatives Co Others
workers
Priceline.com 17.8 3.5 5.5 2.3 3.7 2.8
eBay 14.1 3.1 4.6 2.2 2.6 1.6
Amazon.com 9.2 2.3 3.0 1.0 1.7 1.1
"The word-of-mouth statistics on Internet shopping are among the highest
we've ever seen for any type of product or service," said James Ware, vice
president, research, for The Concours Group. "Normally a handful of referrals,
like those with movies and restaurants, would be considered exceptional.
These statistics demonstrate just how big a force e-commerce is becoming. It
used to be that simply having an online account was enough. Now, social
bragging rights are starting to transfer to those who do their shopping on the
Net. People are very excited about how these e-commerce companies are
delivering big savings over the brick-and-mortar world and allowing them to get
things they couldn't otherwise."
(a) Data contains the combined results of three independent surveys
conducted by Opinion Research Corporation International of
Princeton, NJ, sponsored by priceline.com. Non-priceline
referrals are projected from two independent surveys that sampled
a total of 403 randomly selected U.S. adults who identified
themselves as Internet shoppers. Priceline.com referrals are
based on interviews with 1,000 priceline.com customers. Survey
reliability is based on sample sizes for each survey and ranges
from /- 3 for the priceline.com data to /- 8-14 for the other
companies and products surveyed. Survey reliability regarding
word-of-mouth for movies and restaurants is /- 3 based on a
total sample size of 1,000.
For purposes of establishing an average number of persons told about each
e-commerce sector and service, a value of 15 was used whenever a
respondent said she told "more than 10" people about a particular company or
product. For movie and restaurant word-of-mouth questions, respondents
were asked to give a total number of other people told. |
