DoubleClick Adds Consumer Online Spending to @plan Advertising Report
"Media planners can now understand the price range a consumer spent on certain shopping categories, and as a result, they can determine whether the consumer is a heavy, medium or light spender," the company said.
Popular shopping categories include auctions, airlines, books, clothes, computer software, music and office supplies.
The Spring @plan Advertising Report found that Baby Boomer and Generation X spending patterns differ, with Baby Boomers spending more on music and clothes. Baby Boomers are defined as 45 to 54 year olds and Generation X as 25 to 34 year olds.
In the music CD/tape category, the @plan report found that during the past six months, Generation X consumers spent $24 or less, while Baby Boomers spent more than $100. In the online auction category, Generation X consumers spent $99 or less, while Baby Boomers spent more than $500. The survey also found that in the airline ticket category, Baby Boomers spent more than $1,000, while Generation X consumers spent $249 or less.
DoubleClick's @plan Advertising Report is built from survey research with 40,000 active adult users of the Internet. The spring survey was conducted between January 1, 2001 and December 31, 2001 and measures all Web usage. The research measures site usage, demographics, lifestyle characteristics and brand and product preferences from selected product categories.