Insight Into Committed Online Shoppers Creates World of Opportunity
September 18 2009 - 2:59PM
Business Wire
A new PersonicX® Consumer Dynamics study released today by
Acxiom® Corporation (Nasdaq: ACXM) identifies a current consumer
trend in which one in every three U.S. households is more likely to
include a committed online shopper – insight that quantifies
marketers’ online opportunities to improve marketing
performance.
Acxiom’s proprietary study finds that 36 percent of U.S.
households have a propensity to spend more than $1,000 a year
online, often across diverse product lines. The study suggests that
prioritizing marketing efforts to appeal to these consumers can
improve return on investment of marketing dollars.
“As retailers develop e-commerce marketing strategies in the
face of a struggling economy, it becomes increasingly important for
them to understand online shopping behaviors and improve marketing
efficiency,” says Louis Rolleigh, Acxiom’s senior manager for
analytic, geospatial and segmentation products. “In this study,
Acxiom introduces an approach to analyzing online shopping behavior
that can provide critical insight into consumers and examples of
how this information can be applied to improve marketing
efficiency.”
Committed online shoppers represent a range of life stages, and
the relationship between demographics and online shopping behavior
is neither straightforward nor intuitively obvious, the study
shows. Among interesting and sometimes surprising insights from the
report:
- Life stages vary: Among
the committed online shoppers surveyed, two-thirds of heads of
household are at least 40 years old, compared with about 25 percent
who are 50 or older.
- No definitive link to
income: While there is a strong correlation between higher
incomes and increased online spending, the relationship between the
two is neither as direct nor as definitive as one might believe.
For example:
- The “Established Elite”
population segment, one of 23 identified in the study, enjoys the
largest mean income and yet three other segments are likely to
spend more online, notably including “Hard Chargers” whose income
averages 42% less
- The “City Mixers,” an upper
middle income segment, is more likely to be an above-average online
spender than 11 affluent and wealthy clusters
- Traditional retail stores are
still important: E-commerce continues to grow, but it is still
only a small portion of total retail sales. Even in categories
where consumers show a strong interest in shopping online, they are
still likely to walk into a store.
Titled “The Committed Online Consumer,” Acxiom’s study is
powered by Acxiom PersonicX®, which provides precise and actionable
household-level segmentation with a life stage framework. This
framework can be linked to consumer research and visualization
tools, providing the detail and insights necessary for
sophisticated consumer analysis. Based on historical improvement
rates, PersonicX can deliver increased marketing ROI of up to 20
percent. For more information, visit www.personicx.com.
About Acxiom
A global leader in interactive marketing services and
infrastructure management, Acxiom connects clients with their
customers through deep consumer insight, powering effective and
profitable marketing initiatives and business decisions. Our
consultative approach spans multiple industries and incorporates
decades of experience in consumer data and analytics, information
technology, data integration and consulting solutions for effective
marketing across digital, Internet, email, mobile and direct mail
channels. Our secure, high-performance technology services deliver
consistent value and reliability. Founded in 1969, Acxiom is
headquartered in Little Rock, Ark., and serves clients around the
world from locations in the United States, Europe and Asia-Pacific.
For more information about Acxiom, visit www.acxiom.com.
Acxiom and PersonicX are registered trademarks of Acxiom
Corporation.
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