Daily Peloton International Cycling News
Daily Peloton International Cycling News
Net Advertising and Usage Trends
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Advertising on the internet can be a most effective way to reach a niche audience. With the Internet evolving rapidly and continually, the impact of advertising and its efficacy is still being measured. Below are selected items regarding internet usage, advertising and purchasing trends. Newest Estimate - Internet Users Spend 7.6 Hours per week Online "The pronounced and permanent shift to the Internet makes online advertising far more fixture than fad," says eMarketer Senior Analyst David Hallerman. "But for advertisers to connect with the Internet audience requires both a fuller understanding of this group's online and offline habits and attitudes and an understanding of how interactive marketing works to create indirect responses among its audience." Estimates for how much time US Internet users spend online, on average, range from 261 hours to 702 hours per year. eMarketer's estimate, based on its analysis of all the relevant research data, stands at 394 hours per year, or 7.6 hours weekly. --eMarketer (Article Link) The Internet as a Efficient Model in a Niche Market " ...we have very targeted vehicles
for the advertisers and sponsors to reach the very specific audiences they
want to reach. When they're branding, they get to brand to the right
people. It's very efficient. It's the people that are actually researching
the products and buying the products. With that type of efficient media,
not only does it brand to the right people, but it also generates sales
leads that turn into revenue and people are able to calculate the ROI
[return on investment] on that time of media investment. When you have a
good ROI, it makes it easier to cost justify spending, doing programs and
making those programs bigger. " Usage Habits People with annual incomes of $75,000 and up can be found online throughout the day; this crowd's habit of primarily daytime Internet use is the reason the average income of consumers online drops in the evening. --AdAge.com (Article Link) More than 72% of Internet users
research products and services online. 47% research travel, 45% chat, 38%
play games and 35% listen to music. On the other hand, only 2% gamble
online. According to a study from
washingtonpost.com, Nielsen-Netratings’ @plan, and MORI Research: "Furthermore, the washingtonpost.com study found that more than 60% of business decision makers recommended including the Internet in an advertising campaign aimed at reaching them. Around 60 percent of decision makers said that the Internet was the best way for advertisers to reach them, while fewer than 40 percent recommended using television or radio. "Nearly half of decision makers also said that the Web influenced them to make a purchase or obtain a service for their businesses. The study also indicates that 17 percent of the decision makers who spend at least five hours online each day, and around half of those who have increased their Web use in the past year, said they have decreased television viewing as a result." --Online Publishers Association (Research article link) Online Purchasing Growth for 2003 eMarketer predicts that the number of people, age 14 and over, who have purchased something online will grow from 64.1 million in 2000 to over 100 million by 2003. The online market is expected to grow 45% in 2001, reaching $65 billion Profitability varies sharply between Web-based, catalog-based and store-based retailers. Online Consumer Spending at U.S. Retail Sites Total online sales for the second quarter of 2002 posted an impressive gain of 41 percent versus 2001, setting a new record of $17.5 billion. Online travel grew 46 percent to $7.8 billion, another record level, and non-travel sales rose 28 percent to $9.7 billion. Reston, Va., July 17, 2002 - comScore Networks, Inc., the standard in Internet behavioral measurement, today released the comScore Media Metrix U.S. Top 50 Internet properties for June 2002 and highlights of online spending for the second quarter of 2002. In a season with historically lighter Internet usage, sports and travel comprised the fastest growing sites between May and June 2002. Unique visitors to retail-sports sites increased 30 percent to 11.5 million...sports sites overall increased 17 percent to 41.9 million visitors; travel-information sites increased 15 percent to 56.8 million visitors; travel-hotel sites increased 15 percent to 16.7 million visitors; and travel sites overall increased 13 percent to 62.8 million visitors. Fantasy Games According to the Fantasy Sports Trade Association (yes, this sector even has its own trade association), there are upwards of 10 million people who regularly play fantasy football, and according to a 1999 study by Harris Interactive/Fanball, almost 30 million people participate in fantasy sports. A study conducted by the National Football League showed that those who participate in fantasy football watch two to three more hours of football each Sunday than fans watching for the love of the game. --From Sporting Fantasy to Revenue Reality (Article link) Other Articles of Interest:
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