SOURCE: Advertising.com

November 16, 2006 13:00 ET

Advertising.com Holiday Shopping Survey: Consumers Research Online and Purchase Offline

Increased Online Spending Also Predicted, Thanks to the Conveniences of Online Shopping

BALTIMORE, MD -- (MARKET WIRE) -- November 16, 2006 -- Advertising.com today announced the results of its 2006 online holiday shopping survey.

Hosted by online market research company InsightExpress, the survey assessed consumer holiday shopping behaviors and expectations for 2006 from 500 survey respondents.

Survey data indicate that 2006 will be another strong season for online retailers. Well over half of the survey respondents plan to spend as much or more than they spent online during the 2005 holiday season. They also plan to go online early, with nearly a third of all respondents planning to begin their online shopping before Thanksgiving.

Consumers were also asked to indicate why they go online during the holiday season. They identified generating gift ideas, comparing product features and prices, and the convenience of shopping from home as the three most compelling reasons for shopping online.

The data also indicate, however, that holiday shoppers don't always purchase online immediately -- researching products for up to a month before buying a product. In addition, after researching products online, 60 percent of respondents still prefer to buy offline.

"The survey results point to several clear trends: consumers value the ease and incentives offered through online shopping and intend to spend more online as a result -- starting their online activities early in the season," said Mollie Spilman, chief sales and marketing officer at Advertising.com. "Advertisers can take their cues directly from these results to align and track their marketing programs based on key online shopping patterns and motivators."

About Advertising.com

Advertising.com conducts strategic direct-response and brand marketing campaigns that guarantee bottom-line results for our clients. From web ads to search listings, we offer diverse tactical tools, innovative thinking and the most expansive reach in the industry. Advertising.com is a wholly owned subsidiary of AOL LLC. For more information, visit www.advertising.com or call 410.244.1370.

About InsightExpress

InsightExpress is an acknowledged pioneer of rapid turnaround, high-quality, online marketing research services. InsightExpress is affiliated with General Atlantic LLC. Visit www.insightexpress.com or call 203-406-3233.

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