Intelligence/Business Intelligence/ OmverdensOvervåking 

E-Business 

Internet Marketing Intelligence

Internett Marketing  

Web utviklingsprossen 

CD/Video utviklingsprossen 

Tips& Triks 

Linker

• Markedsovervåking

  • Søketeknikker
  • Søkestrategi
  • Market research
  • Markedsundersøkelse

• Internet Situational Analysis of 1to1 Marketing/CRM

Chapter 1 Introduction/overview

Chapter 2 Search Strategy

Chapter 3 One to One Marketing and its environment

Chapter 4 Environmental Scan

Chapter 5 Market analysis

Chapter 6 Competitors Analyses

Chapter 7 SWOT

Chapter 8 Critical Success factors

Chapter 9 Segmentation, Customer analysis and target markets

Chapter 10 Business Objectives and Strategies

Chapter 11 Marketing Mix tactics and Conclusions

Chapter 5

Market Analysis

Chapter 5 Market analysis

5.1 Trends

5.1.1 Mega trends

5.1.2 Emerging Web Trends

5.1.3 1999 Web Trends

5.1.4 Where in the world is the Net taking us?

5.1.5 Future.sri.com

5.1.6 Predictions for the Web in 1999

5.1.7 Other trend forecasts

5.1.8 E-Commerce

5.1.9 Trends Technology

5.1.10 Drivers for Change – Consumers

5.1.11 Demographics

5.2 Internet statistics

5.2.1 Internetstatistic.com

5.2.2 E-Marketer STATISTIKK

5.2.3 NUA

5.2.5 Activmedia

5.2.6 Dataquest

5.2.7 Surveyn.Net – Internet User Survey #2

5.2.8 Other Statistik

5.2.9 Web shopping Statistics

5.3 One to One marketing / Relationship marketing

5.3.1 Relationship Marketing

5.3.2 1:1 marketing

5.3.3 Permission marketing

5.3.4 Power tools for 1:1

5.3.6 Critical Questions

5.3.8 The state of one to one online, part II

5.4 Customer care/ customer service

5.4.1 Customer Care Pricewaterhous & Coopers

5.4.2 Customer Relationship Management CRM

5.4.3 Customer service

5.4.4 Collect customer information

5.4.5 Customer service

5.4.6 Internet Customer Service

5.5 Personalization

5.5.1 Personalization: Marketing to one:

5.5.2 There are 4 ways to ad personalization to the web site

5.5.3 Different articles about personalization

5.6 Privacy

5.6.1 Information sources on Internet concerning privacy

5.6.2 Articles about privacy

5.7 Security

5.7.1 Different articles concerning security

5.7.2 NUA Security Issues

5.8 The Market place 1to1 after Peppers & Rogers

5.8.1 Communications and Media

5.8.2 Customer Knowledgebase

5.8.3 Mass Customization

5.8.4 Distribution and Channel

5.8.5 Organizational Structure

5.9 The future of One to One Web Technology

5.9.1 The Future of One-to-One Web Interactivity

5.9.2 The Future of One-to-One E-Mail

5.9.3 The Future of One-to-One Web Site Personalization

5.9.4 The Future of One-to-One Push

5.2.5 The Future of One-to-One Community

5.9.6 The Future of One-to-One Web Presentation and Conferencing

5.9.7 The Future of One-to-One Advertising and Promotion

5.9.8 The Future of One-to-One Web Site Tracking and Analysis

5.9.9 The future of tracking in a word: databases.

5.10 Products and customers

5.10.1 Who is buying what over the Internet?

5.10.2 Customer-business interaction

5.10.3 Business relationships and communications

5.11 Changes in the market place

5.11.1 Drivers of Change

5.11.2 Consumer Behaviour

5.11.3 Industry Response

5.12 Changes in the market response

5.12.1 Product & Service Offering

5.12.2 Relationship Marketing

5.12.3 One to One Marketing

5.12.4 Mass Customisation

5.12.5 Future Delivery Mediums

5.13 Changes in delivery mediums

5.13.1 Post

5.13.2 Fax

5.13.3 CDs and Disks

5.13.4 Kiosks

5.13.5 Pagers and PDAs

5.13.6 Telephones and Smartphones

5.13.7 Interactive TV

5.13.8 Web TV

5.13.9 Internet E-mail

5.13.10 Internet World Wide Web

5.13.11 Proprietory ISPs

5.13.12 Summary

5.2

Internet Statistics

50yrs.+             12,8%

Leading Languages online
http://www.internetstats.com/

English             92 million

Japanese         9 million

French              7.1 million

German 6.9 million

Chinese            1 million

Swedish           3.3 million

Korean             3.3 million

Top 10 Web sites
http://www.internetstats.com/

Yahoo                          31.50

AOL.com                     25.79

Geocities                     24.90

MSN.com                     23.61

Passport.com              18.88

Netscape                     18.64

AOLSignon.aol             17.52

AOLWelcome.aol          17.08

Microsoft.com              17.06

Lycos.com                   16.56

According to eMarketer’ just – released eRetail Report, consumers in the United States

will spend $18.6 billion in 1999, more than doubling the $8 billion total in 1998, and a 615% increase

from the $2.6 billion they spent in 1997 Source: Emarketer newsletter No. 38 1999

Source: PC DataOnline August 1999 results Top 1500 Web sites.

• 64 Million U.S. Adults Regular Internet Users
• Mediamark Research Inc. has released data which suggests that there are 64.2 million adults going online in the U.S. every month. Click here for full story. (NUA)
• 56 percent of U.S. companies will sell their products online by 2000, up from 24 percent in 1998. (NUA)
• This summer 82 percent of college graduates will search for careers and employment information online. (NUA)
• S. largest proportion of e-commerce consumers.
• A survey of 30,000 consumers in 30 nations by found that the U.S. not only has the fastest-growing number of Internet users, but the largest proportion of e-commerce consumers. (Roper Starch Worldwide)
• There are seven new people on the Internet every second. (Cisco Systems, Inc.)
• More than a million new jobs were created by the U.S. high-tech industry since 1993. (American Electronics Association)
• Preliminary employment data show that the U.S. high-tech industry employed 4.8 million workers in 1998, making it one of the nation’s largest industries. (U.S. Bureau of Labor Statistics)
• Cisco Systems Inc. is today the world’s largest Internet commerce site, selling more than $28 million in products every day. (Cisco Systems, Inc.)
• Information technology sectors are growing at double the rate of the overall economy and have jumped as a share of the economy from 6.4% in 1993 to 8.2% in 1998. (U.S. Department of Commerce)
• High-tech has driven more than a quarter of all economic growth since 1993. (U.S. Department of Commerce)
• In 1965, high-tech’s share of business spending was 3%. In 1996, it was 45%. (U.S. Department of Commerce)
• In 1996, 7.4 million people worked in high-tech jobs, earning an average salary of $46,000, more than fifty percent more than the average wage of $28,000. (U.S. Department of Commerce)
• 1 in 6 people use the Internet in North America and Europe. (NUA)
• The number of women using the Internet worldwide will pass 96 million, or 45 percent of the world’s Internet users in 2001. (Computer Economics)
• In 1993, there were 26,000 domain names in use. In 1999, there are 5 million web sites. (U.S. Department of Commerce/Netcraft)
• In 1993, 3 million people were connected to the Internet. In 1999, 80 million Americans are connected and approximately 200 million people worldwide. (U.S. Department of Commerce)
• 364 million PCs were in use in 1998. (Computer Almanac Industry)
• Small businesses who use the Internet have grown 46% faster than those that do not. (American City Business Journals)
• Forty-four percent of U.S. companies are selling online; 36% more say they will do so by the end of the year. (Association of National Advertisers)
• Internet Advertising generated $1.92 billion in 1998, double the 1997 figure. (Internet Advertising Bureau)
• Small and home offices spent $51.1 billion on high-tech goods in 1998. (IDC) Internet Service Providers
• The U.S. ISP market will generate $15.1 billion in 1999, a 45% increase over 1997. In Europe, the ISP market generated $4.3 billion in 1998. (IDC)

• Global Online population in 1999 – 171 million Web users worldwide. (NUA)
• Global e-commerce Europe will surpass U.S. in e-commerce spending on consumer products in 2002. (Jupiter Communications)
• Today, over 50% of the online community originates from outside the US. (IDC)
• By 2005, non-US Web users are forecast to comprise 700 million of the total one billion users. (NUA)
• An English message will not be understood by the growing number of non-English Web users, 35% of all users online today. (NUA)
• The global e-commerce market is expected to reach $1.2 trillion b 2001. (Global Sight Corporation)
• Business users on the Web are three times more likely to purchase
• when addressed in their native language. (Forrester Research)
• 47 million European households are expected to have Internet access by 2003. (NUA)
• There will be over 24.3 million Internet users in Latin America by 2003. (NUA)

• Where People Access the Web
• Reasons for Being Online
• How Much Time Spent Online
• Navigation Tools Used on the Net

• Number of Net Users, Today
• US Households (today)
• US Net Users, Projected
• US Households (Projected)
• Net Size and Growth in Perspective
• Domains, Hosts, & Sites 

• Introduction/Overview
• Age
• Children
• Teens
• Gender
• Income
• Education
• Occupation
• Marital Status

• Dollar Projections
• eCommerce in Perspective
• Corporate Experience With Web Sites
• Consumers and Shopping Online
• What’s Selling Online: An Overview Close-up on Hot-Selling Online Categories
• Business Examples of Online Money-makers
• Digital Cash
• Security Issues

• Retail Shopping Report.
• Buy a Cow — and Milk It!
• Behold the Three Power Shifts
• Lay with the Enemy
• Think Global, Act Local
• Diversify, Diversify, Diversify
• It’s Time to Consider Charging Admission
• Next Wave in Portals: «Verti-Ports»
• Don’t Forget the Human Touch
• The Net Alone Won’t Build Your Brand
• Have You Built Your Intranet Yet?
• Forget About Y2K, What About Bandwidth?

Oct 05 1999: In a study of over 3,000 US consumers with Internet access, Greenfield Online finds that Generation X is doing the most buying online.

Report Identifies the Web’s Top 100 Retailers

Oct 05 1999: In a survey which aimed to identify the top 100 retailers on the Web -by estimating consumer sales figures, eBay was found to be the largest online retailer.

Europeans Remain Coy Online Shoppers

Oct 04 1999: eRetailers in Europe will be caught off guard by European consumers, according to

Forrester Research.

Europeans Opt for Local eMerchants

Oct 04 1999: European consumers are increasingly buying from local vendors as opposed US vendors,

according to a new Ecommerce study commissioned by Europay International and conducted by Jupiter Communications.

Email Now Primary Reason People Go Online

Oct 01 1999: Email has replaced research as the primary reason why people in the United States go

online.

Group Identifies Five Pitfalls for eBusiness

Oct 01 1999: Seventy-five percent of ecommerce projects are bound to fail because of a lack of good

business planning and unreal expectations of what new technologies can do for their business.

Two New Trends for Ecommerce Sites

Oct 01 1999: At a recent conference, Internet Commerce 2.0, Mike Zisman, a development

strategist with Lotus Development, noted the emergence of two new trends in ecommerce sites.

550,000 Daily Net Users in Norway

Sep 29 1999: There were 550,000 daily Internet users in Norway in August 1999, according to the

latest estimate from Norsk Gallup.

17 Million US Households to Shop Online in ’99

Sep 29 1999: 17 million US households will be shopping online by the end of this year, with online

retail sales expected to top USD20.2 billion, according to Forrester Research.

20 Million Online in China by 2003

Sep 28 1999: The Chinese government expects that over 20 million people will have Internet access in

the country by 2003, up from the current estimate of 4 million.

Germany Aims to Have 32 Million Users by 2005

Sep 24 1999: The German government has announced a national technology plan, which aims

to have 40 percent of the German population, 32 million people, online by 2005.

Global Web Sales to Top USD12 Billion in Q499

Sep 23 1999: Online spending will reach USD12.2 billion globally in the fourth quarter of 1999,

according to the latest report from Dataquest.

1999 Holiday Sales to Top USD6 Billion

Sep 22 1999: The 1999 holiday season is expected to generate USD6 billion in online sales, according

to the latest figures from Jupiter Communications

How many online

http://www.nua.ie/surveys/how_many_online/world.html

The art of estimating how many are online throughout the world is an inexact one at best. Surveys abound, using all sorts of measurement parameters. However, from observing many of the published surveys over the last two years, here is an ‘educated guess’ as to how many are online worldwide as of August 1999. And the number is 195 million.

• Internet Generated Revenue 1994 – 2002
• Consumer Spending at European Sites 1997 – 2002
• Consumer Spending at German Sites 1997 – 2002
• Consumer Spending at UK Sites 1997 – 2002
• How Many Online Worldwide 1995 – 2005

• Online B-to-B Industry
• Selling to B-to-B Website
• Selling to Consumer
• Online B-to-B Case Studies
• E-Business Strategies
• E-Commerce Success
• Web Success
• The Evolving Business
• Online Consumers

[  317]   8.6% – 36-40

[  255]   6.9% – 41-45

[  224]   6.1% – 46-50

[  211]   5.7% – 16-17

[  157]   4.2% – 18

[  157]   4.2% – 21

[  138]   3.7% – 51-55

[  123]   3.3% – 20

[  123]   3.3% – 13-15

[  108]   2.9% – 19

[   67]   1.8% – 56-60

[   33]   0.9% – 61-65

[   23]   0.6% – 66-70

[   15]   0.4% – No Answer

[    9]   0.2% – Under 12

[    7]   0.2% – 81+

[    6]   0.2% – 71-80

Your Sex:

[ 2277]  61.5% – Male

[ 1313]  35.5% – Female

[  108]   2.9% – No Answer

Highest level of education completed:

[  922]  24.9% – College – Bachelors degree

[  842]  22.8% – Some college

[  640]  17.3% – College – currently enrolled

[  464]  12.5% – College – Masters degree

[  346]   9.4% – Some high school

[  313]   8.5% – High school graduate

[  118]   3.2% – College – PhD

[   53]   1.4% – No Answer

What industry are you involved with or studying (if a student)? If you are involved in more than one business/industry, select the one relating to your main source of income/vocation:

[  603]  16.3% – Computers

[  472]  12.8% – Student

[  340]   9.2% – Advertising/Marketing/PR

[  245]   6.6% – Other – service oriented

[  210]   5.7% – Education

[  186]   5.0% – No Answer

[  161]   4.4% – Engineering/Electrical/Mechanical/Civil

[  127]   3.4% – Arts (photography, music, design, etc.)

[  126]   3.4% – Politics/Public Service

[  124]   3.4% – General Business

[  122]   3.3% – Medical

[  107]   2.9% – Publishing/Journalism

[  101]   2.7% – Finance

[  100]   2.7% – Sales

[   98]   2.6% – Psychology/Sociology

[   70]   1.9% – Manufacturing – industrial products

[   67]   1.8% – Retail/Merchandising

[   64]   1.7% – Manufacturing – consumer products

[   61]   1.6% – Legal

[   53]   1.4% – Military

[   45]   1.2% – Administration

[   36]   1.0% – Construction/Architechture

[   35]   0.9% – Hospitality/Food

[   33]   0.9% – Biological

[   32]   0.9% – Other – product oriented

[   31]   0.8% – Chemical/Geological

[   30]   0.8% – Tourism

[   18]   0.5% – Maintenance/Repair

What type of position do you have?

[ 1110]  30.0% – Student

[  591]  16.0% – Other

[  510]  13.8% – Mid-level management

[  325]   8.8% – Production/development

[  282]   7.6% – Top-level Executive/CEO/CFO

[  206]   5.6% – Operations/business support (accounting, human resources, etc.)

[  181]   4.9% – No Answer

[  145]   3.9% – Product/service support

[  131]   3.5% – Secretarial/assistant/receptionist

[  129]   3.5% – Sales

[   88]   2.4% – Maintenance/repair

[  295]   8.0% – $51k-$60k

[  259]   7.0% – $10k-$20k

[  240]   6.5% – $81k-$100k

[  236]   6.4% – $61k-$70k

[  225]   6.1% – $21k-$25k

[  221]   6.0% – $26k-$30k

[  206]   5.6% – $71k-$80k

[  205]   5.5% – $30k-$35k

[  202]   5.5% – $36k-$40k

[  179]   4.8% – Under $10k

[  163]   4.4% – $101k-$120k

[  106]   2.9% – $151k-$200k

[   82]   2.2% – $121k-$150k

[   66]   1.8% – Over $300k

[   36]   1.0% – $200k-$300k

What is your marital status?

[ 1992]  53.8% – Never been married

[ 1294]  35.0% – Married

[  225]   6.1% – Divorced

[  133]   3.6% – No Answer

[   54]   1.5% – Separated

How many times have you been married?

[ 1925]  52.0% – 0

[ 1141]  30.8% – 1

[  290]   7.8% – 2

[  227]   6.1% – No Answer

[   79]   2.1% – 3

[   19]   0.5% – 7+

[   10]   0.3% – 4

[    5]   0.1% – 5

[    2]   0.1% – 6

How many children do you have?

[ 2437]  65.9% – 0

[  470]  12.7% – 2

[  361]   9.8% – 1

[  176]   4.8% – 3

[  100]   2.7% – No Answer

[   86]   2.3% – 4

[   29]   0.8% – 5

[   15]   0.4% – 6

[   15]   0.4% – 9+

[    6]   0.2% – 8

[    3]   0.1% – 7

How long have you been at your current job (if you’re a student, how many years have you been in college)?

[  512]  13.8% – 1-2 years

[  435]  11.8% – 6 months – 1 year

[  405]  10.9% – Less than 6 months

[  403]  10.9% – 2-3 years

[  324]   8.8% – 3-4 years

[  301]   8.1% – Elementary/High School

[  271]   7.3% – 4-5 years

[  212]   5.7% – No Answer

[  206]   5.6% – 6-7 years

[  197]   5.3% – 8-10 years

[  176]   4.8% – 11-15 years

[  107]   2.9% – 16-20 years

[  103]   2.8% – 21-30 years

[   30]   0.8% – 31-40 years

[   16]   0.4% – 41+ years

[ 1868]  50.5% – Education

[ 1842]  49.8% – Games/Entertainment

[ 1811]  48.9% – Get the latest news/financial information

[ 1193]  32.2% – Online chatting

[ 1023]  27.6% – Newsgroups

[  999]  27.0% – Online shopping

[  960]  25.9% – I have a personal web page

[  903]  24.4% – Meeting new people; sharing interests

[  856]  23.1% – Employment/job searching

[  826]  22.3% – Political/social causes

[  766]  20.7% – ‘Adult’ (sexual) activities

[  679]  18.4% – I’m involved with an Internet-based business

[  344]   9.3% – To generate additional revenue; explore entrepeneurship

[  238]   6.4% – Promotion of a non-Internet related business

[  117]   3.2% – Video conferencing

On average how much e-mail do you receive?

[  817]  22.1% – 3-5/day

[  609]  16.5% – 6-10/day

[  517]  14.0% – 1-2/day

[  514]  13.9% – About 1-5 a week

[  421]  11.4% – 11-20/day

[  186]   5.0% – 21-30/day

[  122]   3.3% – 31-40/day

[   85]   2.3% – Less than 1 a week

[   84]   2.3% – 41-50/day

[   63]   1.7% – 76-100/day

[   53]   1.4% – 51-75/day

[   50]   1.4% – None – don’t have e-mail

[   48]   1.3% – No Answer

[   42]   1.1% – Less than 1 a month

[   42]   1.1% – 101-200/day

[   22]   0.6% – 201-500/day

[   20]   0.5% – 2000+/day

[    1]   0.0% – 1000-2000/day

[    1]   0.0% – 501-1000/day

[  721]  19.5% – AOL

[  491]  13.3% – Other national ISP/Telco

[  421]  11.4% – Local telephone company

[  199]   5.4% – MSN

[  162]   4.4% – Netcom

[  162]   4.4% – Friend’s computer

[  148]   4.0% – AT&T

[  129]   3.5% – Local cable company

[  104]   2.8% – Compuserve

[   97]   2.6% – Public Terminals/Cyber cafe

[   95]   2.6% – Earthlink

[   88]   2.4% – Local free net

[   76]   2.1% – Prodigy

[   41]   1.1% – Sprint

[   38]   1.0% – MCI

[   28]   0.8% – Pipeline

What’s the maximum speed you access the Internet at from home?

[  885]  23.9% – Modem – 28.8k

[  852]  23.0% – Modem – 33.6k

[  735]  19.9% – Modem – 56k

[  282]   7.6% – Modem – 14.4k

[  258]   7.0% – Don’t have access at home

[  181]   4.9% – No Answer

[  126]   3.4% – I’m not sure.

[   98]   2.6% – Modem – not sure

[   75]   2.0% – Cable-Modem

[   46]   1.2% – ISDN – 128k

[   40]   1.1% – ISDN – 56/64k

[   25]   0.7% – Other high speed twisted pair (DSL, etc.)

[   23]   0.6% – Full T1 (1.54Mb)

[   20]   0.5% – Modem – less than 14.4k

[   12]   0.3% – ISDN – multiple

[   10]   0.3% – Multiple T3s

[   10]   0.3% – Fractional T3

[    7]   0.2% – Fractional T1

[    5]   0.1% – Other

[    5]   0.1% – Multiple T1s

[    3]   0.1% – Full T3 (45Mb)

What’s the maximum speed you access the Internet at from work?

[  688]  18.6% – Don’t have access at work

[  643]  17.4% – No Answer

[  302]   8.2% – I’m not sure.

[  273]   7.4% – Full T1 (1.54Mb)

[  270]   7.3% – Modem – 28.8k

[  230]   6.2% – Modem – 33.6k

[  229]   6.2% – Modem – 56k

[  133]   3.6% – Not sure – it’s over a LAN

[  128]   3.5% – Fractional T1

[  123]   3.3% – ISDN – 56/64k

[  122]   3.3% – ISDN – 128k

[   90]   2.4% – Modem – not sure

[   78]   2.1% – Modem – 14.4k

[   74]   2.0% – Multiple T1s

[   66]   1.8% – ISDN – multiple

[   61]   1.6% – Full T3 (45Mb)

[   56]   1.5% – Multiple T3s

[   46]   1.2% – Cable-Modem

[   41]   1.1% – Other high speed twisted pair (DSL, etc.)

[   18]   0.5% – Fractional T3

[   14]   0.4% – Modem – less than 14.4k

[   13]   0.4% – Other

Have you ever purchased anything over the Internet?

[ 1558]  42.1% – No

[ 1351]  36.5% – Yes (several times)

[  601]  16.2% – Yes (once)

[  188]   5.1% – No Answer

• World Total 5 million
• Africa 14 million
• Asia/Pacific 55 million – Australia  (August 1998)               4.2 million – China       (December 1998)          1.5 million – Japan       (October 1998) 14 million
• Europe 71 million – U K          (March 1998)     4.3 million – Germany      (October 1998)          7.3 million
• Middle East 78 million
• Canada & USA 87 million – U.S.                     (Oct 1998)        73 million
• South America 5 million

Income

< $40,000  – 49%

> $40,000  – 51%

Age

• Under 40 yrs =  66%
• Over 40 yrs =  34%
• Highest number of users – 21-30 yrs

Gender

US                                           Female   =   41%

Male       =   59%
AUSTRALIA                             Female   =   52.5%

Male       =   47.5%
EUROPE                                 Female   =   16%

Male       =    84%

• Information Access 70%
• Communications                           68%
• Education                                     57%
• Advertising and Marketing 39%
• Entertainment                                35%
• Buying and Selling                        30%
• Community Service 27%

Reasons for business use of the Internet

• Improve corporate image – Create leading edge image
• Improve customer service
• Find new prospects
• More efficient external communications
• Reduce costs
• Keeping with competition
• More efficient internal communication
• Customer interaction and feedback
• Increase visibility
• Perform transactions
• Expand your market
• Meet customer expectations

Electronic Commerce

• 81% of Internet Consumers say they will shop online in next 12 mths (IntelliQuest Information Group)
• On-line retailing to reach $13 billion in 1999 – growing 200% per year (Boston Consulting Group)
• 5 million US adults use Internet (Mediamark Research)
• 72 million have access – up 16% in 3 months (Mediamark)
• At home usage now exceeds workplace by 28% (CyberStats)

What is happening on the Net

• Online advertising expediture of top 25 industries – Up 92% (Intermedia Advertising Solutions)
• 68% of top 124 largest companies advertise on Internet – 38%
• Average advertising spending tripled in 1 year $450 million
• US online retail market growing 200% per annum (Shop.org)
• Australian E-Commerce revenues projected to grow from $127.3 million last year to $16 billion in 2002
  (IDC Australia)

More exciting figures on  e-commerce

• Almost 25% of consumers going online from Jan – June 1998 made an on-line purchase (Nielsen Media)
• Corporate spending on Internet: $85 billion in the US alone in 1999, $203 billion by 2002
• Business-to-business e-commerce alone was $43 billion in 1998
• Forecasted to rise to $109 billion (1999) and $1.3t in 2003
• 4 million Web sites, with 235,000 sites added each month

Other reasons why you cannot ignore the Net

• People increasingly shop online for information (16% of Americans shop online for information before going to car dealers)
• Consumers armed with information will have higher expectations
• Unbiased information is provided to consumers- biased information ignored- push medium
• Vendor inventory can be kept to minimum
• Consumers can have input over production E.g. Dell computers ($6m sales/day on Net)

More reasons why you cannot ignore the Net

• Easy comparison shopping-cheapest prices-even moving to bidding by vendors
• Geographically barriers gone- more competition and choices- offline stores face stiff competition from online stores globally
• Search time faster online- in some cases faster than going to local departmental store
• Consumer’s time and place (consumers may be willing to pay more for having
• products when and where they want it)

Even more reasons you can’t ignore the Net

• Offline stores have high fixed costs, even a small number of customers leaving could have a profound impact on profits
• Online companies are smaller, more flexible and are more in touch with customers; Big offline companies need to go through lots of red tape just to get things changed: who’d win?
• Online companies have shorter learning cycles- happier customers
• Word of mouth powerful online- happy customers multiply FAST

In a nutshell…

• Extremely low entry and exit barriers
• Increasing irrelevance of distribution intermediaries
• Capability to keep pace with market change and accelerate it
• Shift in channel power
• Increases the power of the consumer
• Decreases the power of the firm
• Tailor communications according to consumers’ varied interests and needs

How many times have you made online purchases?

[ 1064]  41.0% – Never

[  588]  22.7% – 2-3 times

[  348]  13.4% – Once

[  251]   9.7% – 4-6 times

[  156]   6.0% – 7-15 times

[  123]   4.7% – More than 15 times

[   64]   2.5% – No Answer

If no, what is your reason for not ordering from the Internet?

[ 1507]  58.1% – No Answer

[  561]  21.6% – I do not want to submit personal billing information over the Internet.

[  240]   9.3% – In general I don’t do alot of shopping.

[  161]   6.2% – I’m wary of ordering online due to unfamiliarity with the company.

[  108]   4.2% – It was too difficult finding what I was looking for.

[   17]   0.7% – If I don’t deal with a person, I’m afraid my order will get lost.

Was your purchase(s) for an item that you specifically were searching for?

[ 1050]  40.5% – I was specifically looking for the item.

[  582]  22.4% – No Answer

[  548]  21.1% – N/A – Never purchased anything online

[  413]  15.9% – I came across it and liked it, so I bought it.

[  247]   9.5% – The explanation of the item and its features.

[  213]   8.2% – No Answer

[  179]   6.9% – The unique nature of the item.

[  169]   6.5% – The ‘ease’ of finding the specific item.

[   92]   3.5% – The photo or drawing of the item that was presented.

[   69]   2.7% – The payment method available for purchasing the item.

[   65]   2.5% – The general quality of the web site.

On average, are your purchases from a stand-alone site, or from a mall?

[ 1002]  38.6% – Standalone storefront

[  712]  27.4% – N/A – Never purchased anything online

[  367]  14.1% – Mall

[  270]  10.4% – Not sure

[  242]   9.3% – No Answer

Would you make repeat purchases from the sites that you’ve patronized?

[ 1152]  44.4% – Yes

[  766]  29.5% – N/A – Never purchased anything online

[  393]  15.2% – Maybe

[  227]   8.8% – No Answer

[   55]   2.1% – No

How did you pay for this online purchase (for the majority of your purchases)?

[  800]  30.8% – N/A – Never purchased anything online

[  677]  26.1% – Sent credit card via secure form/method.

[  279]  10.8% – No Answer

[  214]   8.2% – Called a telephone number and provided credit card info.

[  162]   6.2% – Sent credit card but not sure if secure or not.

[  135]   5.2% – Mailed a check or money order via postal service.

[  131]   5.1% – Sent credit card via unsecure form/method.

[   59]   2.3% – Other

[   41]   1.6% – Emailed my credit card number.

[   31]   1.2% – COD

[   24]   0.9% – First Virtual account

[   14]   0.5% – Terms

[    8]   0.3% – Another Internet-based ordering system

[    7]   0.3% – E-Cash

[    6]   0.2% – Cybercash

[    5]   0.2% – Digicash

[  156]   6.0% – No Answer

[   63]   2.4% – Yes – by a family member

[   52]   2.0% – Yes – and I ended up having to pay

Are you set up or do you plan to become set up for online payment proecssing?

[ 1398]  53.9% – Not currently and I do not plan to

[  596]  23.0% – Not currently but I do plan to

[  324]  12.5% – No Answer

[  184]   7.1% – Yes, with one payment processor

[   92]   3.5% – Yes, with multiple payment processors

What type of products have you purchased online?

[  788]  30.4% – Books, Information and Magazines

[  750]  28.9% – Computer-related products & services

[  347]  13.4% – Music and Videos

[  263]  10.1% – Clothing

[  249]   9.6% – Internet Products & Services

[  231]   8.9% – Gifts

[  206]   7.9% – Travel and Vacations

[  198]   7.6% – Flowers and Plants

[  187]   7.2% – Electronics/Electrical

[  169]   6.5% – Adult Products/Services

[  163]   6.3% – Toys and Games

[  146]   5.6% – Hobbies/Crafts

[  134]   5.2% – Communications

[   99]   3.8% – Home Products

[   96]   3.7% – Business/Legal/Financial

[   88]   3.4% – Education

[   86]   3.3% – Food/Drink

[   79]   3.0% – Sports and Fitness

[   73]   2.8% – Other Services

[   72]   2.8% – Information Resources/Help/Non-Profit Organizations

[   70]   2.7% – Art

[   56]   2.2% – Cosmetics and Beauty Aid>

Other things

[   52]   2.0% – Jewelry and Accessories

[   44]   1.7% – College Services

[   40]   1.5% – Medical and Health Products

[   39]   1.5% – New Age

[   28]   1.1% – Infant and Toddler Products

[   27]   1.0% – Real Estate-related

[   20]   0.8% – Mortgage Lending

[   18]   0.7% – Safety and Security

ystemet 

[  302]  11.6% – No Answer

[   33]   1.3% – Not satisfied – many problems

How would you compare online ordering with mail ordering?

[ 1006]  38.8% – Online ordering is more appealing

[  707]  27.3% – N/A – Never purchased anything online

[  520]  20.0% – They’re both about the same

[  243]   9.4% – No Answer

[  117]   4.5% – Mail-order is more appealing

Are you worried about giving credit card information over the telephone?

[  800]  30.8% – Yes

[  795]  30.6% – Not much

[  645]  24.9% – No

[  224]   8.6% – I have no credit cards

[  129]   5.0% – No Answer

Are you worried about giving credit card information over the internet (in a secured transaction)?

[  851]  32.8% – Yes

[  709]  27.3% – No

[  703]  27.1% – Not much

[  222]   8.6% – I have no credit cards

[  108]   4.2% – No Answer

Are you worried about giving credit card information over the internet (in a non-secured transaction)?

[ 1760]  67.8% – Yes

[  341]  13.1% – Not much

[  221]   8.5% – I have no credit cards

[  160]   6.2% – No

[  111]   4.3% – No Answer

In general, do you like the idea of online, computerized shopping?

[ 2156]  83.1% – Yes

[  275]  10.6% – No

[  162]   6.2% – No Answer

• There has been a 10.6% increase in personal and a 23.7% increase in professional shopping on the web since the 9th survey.
• Contrary to popular belief about the importance of security to consumers using the web for shopping, our survey showed that, overall, quality information, easy ordering and reliability were important to more respondents than security.
• Browsing without intent to buy was a familiar action for an almost all respondents. Only 7.8% said this was a very unlikely action compared to 71% of respondents who said ‘I already do this’
• Overwhelmingly, respondents already search with intent to buy (75%).
• Respondents reported searching for information from web-based vendors about products or services they had an intention to buy in the future, on average, several times each month (31.6% of respondent
• Hardware and software were the most commonly reported items searched for across individuals (76.9% and 73.6% respectively). These two groups also accounted for 24% of all responses (out of a possible 25). They were followed by:
  – books (63.1% of individuals), music (55.7%), travel (51.6%),
  – electronics (36%), videos (27.1%), quotes (22.6%) and
  – insurance (21.1%).

These patterns did vary across respondent categories. The categories where most variation occurred are shown below:

• Europe = hardware (82.1%), software (76.8%), books (67.9%), music (60.7%), travel (44.6%), magazines (35.7%), electronics (26.8%) and  banking (26.8%).
• Other = software (85.4%), hardware (81.31%), books (54.2%), music (43.8%), travel (31.3%), banking (25%), electronics (22.9%) and video (22.9%).
• Female = software (64.5%), hardware (62%), books (64%), travel (56.5%), music (46.5%), apparel (35.5%), electronics (31.5%), magazines (22.5%), and video (22%).
• 11-20 Yrs = hardware (74.1%), software (63%), music (63%), books (51.9%), electronics (40.7%), concerts (33.3%), video (33.3%), apparel (25.9%), magazines (22.2%) and banking (22.2%)
• 50+ Yrs = hardware (80.7%), software (78.9%), books (65.1%), travel (56.9%), electronics (43.1%), quotes (38.5%), apparel (28.4%) banking (26.6%) and autos (25.7%).
• Novice = software (55.3%), books (53.2%), hardware (46.8%), travel (42.6%), music (40.4%), electronics (29.8%), banking (27.7%), apparel (27.7%)

• Items bought online
  Software (58%), hardware (48.5%), books (52.6%), music (41.4%), travel (30.2%), electronics (30.2%), video (15.8%), magazines (14.9%), flowers (13.3%), apparel (13.6%), banking (12.1%).

• Books (53%), software (47%), hardware (35%), music (36.5%), travel (31.5%), other (19.5%), flowers (18%), apparel (16.5%), video (14.5%).
• Most respondents shop for personal reasons 1-2 times per month (31.3%) or less than once per month (26.5%). Females reported shopping more than males (20.5% 3-5 times per month compared to 15.3% 3-5 times per month for males). The largest personal shoppers out of the different age groups are the 11-20 year olds, 25.9% of them doing personal shopping more than 10 times per month on the web.
• The average amount spent on-line by respondents over the last six months is $500 or more (38%) followed by slightly fewer respondents spending $100-500 (33%).
• Why do individuals chose to use the web to purchase goods/services in a professional capacity? Our survey showed that ‘vendor information’ was a factor for 86.6% of individuals and was the most frequently cited of all reasons for using the web (19.6% of reasons given). Of 9 other factors included in the questionnaire as possible responses, convenience, saving time and the absence of sales pressure were the most frequently cited as reasons for using the web (19.3%, 18.2% and 13.4% respectively)
• Overall, respondents reported dissatisfying experiences because of a number of factors. The main ones were sites were confusing/disorganized (74.5% of individuals and 22.7% of responses out of a possible 7); failure to find what they were looking for (71.3% of individuals and 21.7% of responses); and slow download (9% of individuals and 18.3% of responses). However, a surprising 57.1% of novices said that this had not happened to them yet (36.4% of responses).
• Interestingly, people are making purchasing decisions to buy products/services using information gathered on the web but not necessarily using the web to pay for those items. The average number of times a respondent uses information gathered using the web to make a decision to purchase is 1-2 times per month (32.5%) and less than once per month (27.4%) compared these to the figures above for purchasing on-line.
• Respondents were split between those that placed orders on the web most of the time (33.1%) and those that did this only a quarter of the time (30.6%), with some doing this half of the time (17.8%).
• The majority of respondents pay for products/services over the web; 59.3% do so all or most of the time. Only 16.6% of respondents do not do this

• Content area prefered by men
• Recent growth trends
• Penetration rate among men
• Online product info sought
• Products ordered online