Study Shows Use of Internet for Wedding Products
July 07, 2005
Redwood City, CA - Retailers are feeling the love this wedding season, as consumers are increasingly turning online for their wedding gift researching, buying and wedding planning needs according to an independent study conducted by Feedback Research, a division of the Claria Corporation. Results show that the Internet is maintaining its position as a key tool for online researching and buying behavior on and around the wedding season.
By analyzing the actual online traffic of Claria's tens of millions of users, Feedback Research was able to gain insight into how consumers interact with wedding-related Web sites. Traffic was analyzed from March 20 - June 20, 2005 among consumers who viewed wedding category Web sites including retail sites with popular online gift registries. Feedback Research also surveyed a random sampling of these same consumers to find out how they were shopping and using the Internet for their wedding needs.
Online Gift Registries Sweep Consumers Off Their Feet
Gift registries continue to be a popular choice for online shoppers this wedding season. Survey results indicate that of those who viewed wedding sites and purchased a wedding gift in the past 12 months, 34 percent purchased the gift online. This is a +1 pt increase from last year's results, revealing that consumers have maintained their commitment to the Web for their wedding gift needs.
Although slightly down from last year (-6 pts), consumers are still turning to gift registries for their gifts this wedding season with 80 percent of respondents who purchased a wedding gift online in the past 12 months indicating that they purchased their gifts from the bride and groom's registry.
Target.com garnered the most category shoppers to their gift registry with 39.6 percent of total traffic to gift registries, followed by BedBathandBeyond.com with 25.6 percent and CrateandBarrel.com with 13.9 percent.
In terms of most repeat viewers, the gift registry of Sears.com came out on top with the average viewer coming back 4.1 times during the research period, followed by Belk.com with 3.6 times and BedBathandBeyond.com with 3.1 times.
Give Them What They Want
The 2005 wedding season seems to be a busy one, with 75 percent of respondents indicating they would attend 1 to 3 weddings this year, up +3 pts from last year.
65 percent of respondents indicated that they usually purchased gifts for all weddings they are invited to while 30 percent only purchased gifts for weddings they attend.
60 percent of respondents who usually purchased wedding gifts typically spent between $26 and $75.
48 percent of respondents indicated that they would personally purchase a wedding gift in the next 3 months.
Of those, 43 percent were planning to purchase their next gift online and 83 percent were planning to purchase a gift listed on the bride and groom's gift registry.
About Claria Corporation: Founded in 1998, Claria Corporation is a leader in online behavioral marketing. Claria's behavioral data platform provides Web publishers and advertisers with the ability to display content and advertisements targeted to anonymous, individual consumers, based on their interests. Claria provides marketing research and business insights through its Feedback Research division, delivering in-depth analytics of consumer Web usage patterns across the Internet. Claria's Vista Marketing Services division is dedicated to bringing consumers a more relevant and highly personalized Web experience. Claria headquarters are located in Redwood City, CA, with U.S. offices in Los Angeles, Chicago, New York, Washington D.C., Detroit, Austin, and International offices in the U.K. and Asia.
About Feedback Research: Feedback Research, a division of the Claria Corporation, offers a breakthrough way to conduct one-to-one research with tens of millions of consumers while they surf the Web. With access to the wealth of information and respondents from Claria's GAIN Network, Feedback Research can help advertisers find out more about customers because advertisers can create samples based on what consumers actually do online rather than using self-reported data.
For more information go to:
Clairia
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