Atlas Institute STUDY Gives E-Commerce Companies a First Look at Online Holiday Buying Patterns.Business Editors SEATTLE--(BUSINESS WIRE)--Nov. 26, 2001 Study Compares Online and Offline Customer Behavior to Help Marketers Improve Their Online Advertising Campaigns During Peak Holiday Shopping Season Online holiday shopping patterns are significantly different from those of offline shoppers, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the latest study by the Atlas Atlas, in Greek mythology Atlas (ăt`ləs), in Greek mythology, a Titan; son of Iapetus and Clymene and the brother of Prometheus. Institute. The Atlas Institute is the research and education arm of Atlas DMT See DSL. (TM), an advertising technology operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of Avenue A, Inc. (Nasdaq:AVEA AVEA American Veterinary Exhibitors Association ). The study examines the holiday shopping patterns of both online and offline customers and shows e-commerce e-commerce, commerce conducted over the Internet, most often via the World Wide Web. E-commerce can apply to purchases made through the Web or to business-to-business activities such as inventory transfers. companies how their customers' online shopping behavior differs from that of traditional shopping patterns. This analysis helps e-commerce companies improve their digital marketing campaigns during the crucial holiday season. The Atlas Institute analyzed an·a·lyze tr.v. an·a·lyzed, an·a·lyz·ing, an·a·lyz·es 1. To examine methodically by separating into parts and studying their interrelations. 2. Chemistry To make a chemical analysis of. 3. holiday shopping behavior data of 24 leading e-commerce companies from the day after Thanksgiving Thanksgiving annual U.S. holiday celebrating harvest and yearly blessings; originated with Pilgrims (1621). [Am. Culture: EB, IX: 922] See : America Thanksgiving national holiday with luxurious dinner as chief ritual. [Am. Pop. through December December: see month. 24th, 2000. The goal was to reveal the times of greatest and least online holiday shopping activity and compare those patterns with offline shopping. The behavior of millions of anonymous online shoppers was used to build the conclusions to the study. The findings of the study proved that online holiday shopping patterns are significantly different from those of offline shoppers. The following are some examples of how the two mediums differ: -- Weekdays are the most active online shopping days during the holidays, while Saturdays are the most active for offline shopping. -- Thursday, December 7th, was the biggest online shopping day as compared to offline shopping's traditional peaks of the day after Thanksgiving and the days just before Christmas. -- Online shopping tapers off approximately ten days before Christmas, most likely indicating that shoppers perceive that there is insufficient time for items to be shipped and received by Christmas. Offline shopping, on the other hand, continues to increase until just before Christmas day. -- Online shopping activity peaks during working hours at around 1 p.m. Eastern Standard Time. -- Online shopping during the week following Christmas is very active, exceeding the overall per-week average for the holiday season. "There are a number of ways that online advertisers can take advantage of the findings in this study," said Young-Bean Song, director of the Atlas Institute. "Many retailers derive up to 50% of their annual revenue during the critical Q4 timeframe. Therefore it is imperative that advertisers leverage the right tools and technologies to ensure they are most effectively reaching their customers online." Here are a few suggestions on how to best reach online customers during the holiday season: -- Tailor A tailor is a person whose occupation is to sew menswear style jackets and the skirts or trousers that go with them. Although the term dates to the thirteenth century, tailor holiday online advertising messages to people who are at work. -- Select advertising placements on the web sites most frequented by people who are at work. -- Purchase day-part placements, when possible, to target online shoppers during the middle of the workday. -- Emphasize in messaging that shoppers still have time beyond the middle of December to order gifts and have them arrive before Christmas Christmas [Christ's Mass], in the Christian calendar, feast of the nativity of Jesus, celebrated in Roman Catholic and Protestant Churches on Dec. 25. In liturgical importance it ranks after Easter, Pentecost, and Epiphany (Jan. 6). . -- Broaden campaigns to target the heavy post-Christmas shopping market. To view the complete "How Do Online and Offline Holiday Shopping Patterns Differ?" Digital Marketing Insight from the Atlas Institute, go to: http://www.atlasdmt.com/insights/dm.asp. About the Atlas Institute The Atlas Institute is the research and education arm of Atlas DMT(TM), an advertising technology provider and an operating unit of Avenue A, Inc. The Institute publishes Digital Marketing Insights, a series of publications by Atlas DMT's senior marketing analysts and digital marketing experts that help our customers improve their digital marketing effectiveness Marketing Effectiveness is the function of improving how marketers go to market with the goal of optimizing their marketing spend to achieve even better results for both the short-term and long-term. Also related to Marketing ROI and Return on Marketing Investment (ROMI). . Many of these findings are also made available to the digital marketing industry at large. Each Digital Marketing Insight report is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. The Atlas Institute also provides education in digital marketing to Atlas DMT customers and partners. To learn more, please visit http://www.atlasdmt.com/insights. |
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