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Summary: Online Advertising has the potential to increase sales and influence direct marketing vehicles. The Web's ability to provide quantitative results quickly and the consumer's acceptance of this medium introduces a new means of targeting message delivery comparable to that of traditional media. |
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Features |
Benefits |
Content Specific |
Relevant editorial context for the advertiser. |
Communicate Product/Service Attributes |
Enhance performance and competitive differentiation. |
Branding |
Remind users about brands they already know; and inform users about products/services not previously on their radar. |
Purchase Intent |
Ad exposure may generate more brand-linked ad awareness (a measure highly predictive of actual future purchase behavior). |
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The Internet Audience: |
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Internet User Household Income |
Household Income |
% of User |
>$100,000 |
13.10% |
$75,000-$99,999 |
12.40% |
$50,000-$74,999 |
21.40% |
<$50,000 |
35.90% |
No Response |
17.20% |
Total |
100% |
Source: GVU's 10th WWW User Survey, October 1998 |
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Internet User Age |
Age |
% of User |
Age <21 |
5.70% |
Age 21-30 |
25.90% |
Age 31-40 |
24.70% |
Age 41-50 |
23.50% |
Age >50 |
20.20% |
Total |
100% |
Source: GVU's 10th WWW User Survey, October 1998 |
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Internet User Web Experience |
Web Experience |
Female |
Male |
<1 Year |
48.50% |
51.50% |
1-3 Years |
39.00% |
61.00% |
>4 Years |
26.20% |
73.80% |
Source: GVU's 10th WWW User Survey, October 1998 |
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Internet User Skill Level |
Skill Level |
Female |
Male |
Novice |
50.20% |
49.80% |
Intermediate |
39.50% |
60.50% |
Experienced |
27.50% |
72.50% |
Expert |
21.80% |
78.20% |
Source: GVU's 10th WWW User Survey, October 1998 |
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Internet User Frequency |
Frequency |
% of Use |
Daily |
92.10% |
Weekly |
7.60% |
Monthly |
0.30% |
Total |
100% |
Source: GVU's 10th WWW User Survey, October 1998 |
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Top 10 Internet User Online Activities |
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Online Activities |
% of Use |
1 |
Computer Software |
60.00% |
2 |
Computer Hardware |
57.00% |
3 |
Financial Services |
47.00% |
4 |
Auto |
43.00% |
5 |
Books |
40.00% |
6 |
Music CD's |
35.00% |
7 |
Home Electronics |
33.00% |
8 |
Greeting Cards |
22.00% |
9 |
Food |
21.00% |
10 |
Apparel |
18.00% |
Source: Iconocast/Millward Brown Interactive, July 1998 |
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Internet User Financial Services Frequency |
Financial Services Frequency |
% of Use |
Daily |
25.50% |
Weekly |
20.00% |
Monthly |
13.00% |
Less than once a month |
21.60% |
Never |
19.90% |
Total |
100% |
Source: GVU's 10th WWW User Survey, October 1998 |
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Internet User Financial Services Activity |
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Financial Services Activity |
US Households (Millions) |
1 |
Use any Online Financial Services |
9.2 |
2 |
Use Investment Related Services |
6.7 |
3 |
Gather Investment Info |
5.7 |
4 |
Check Account Balances |
2.9 |
5 |
Check Stock Quotes |
2.7 |
6 |
Bank Online |
2.7 |
7 |
Get Insurance Information |
1.1 |
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Total |
30.4 |
Source: 1997 American Home Financial Services Survey FIND/SVP & Jupiter Communications |
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Internet Banner Advertising Findings:
- Impact measured without 'click-through'.
- Acceptance comparable to traditional media.
- Ad awareness increases after only one exposure.
- Ads boost awareness of advertised brands.
- Ads provide significant brand communications power.
- Ads have potential to increase sales.
- Click-through not necessary for brand communication impact.
- Online Ads more likely to be noticed than television ads.
Source: Iconocast/Millward Brown Interactive, July 1998
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Go to: Annuitiesnet.com | LifeInsurancenet.com | MutualFundsnet.com |
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