SOURCE: MVI Marketing Ltd.

March 02, 2006 16:32 ET

JCOC.net Reviews Three Years of Consumer Research in 2005 Year-in-Review

Report Analyzes Trends, Offers Strategic Recommendations Based on Findings

PASO ROBLES, CA -- (MARKET WIRE) -- March 2, 2006 -- Required reading for anyone in the gem and jewelry trade, the Jewelry Consumer Opinion Council e-panel (JCOC.net) 2005 Year-in-Review is available from MVI Marketing Ltd. This comprehensive, 61-page report presents key findings, analysis and insights in jewelry trends based on three years of consumer omnibus studies, and provides projections for future business and strategic recommendations for capturing a greater portion of that business in your marketplace.

MVI Marketing Ltd. launched the JCOC.net four years ago. Today, this pioneering Internet-based market research analysis system boasts 100,000 consumers on the panel. JCOC.net members represent a cross-section of America's demographics. By hosting monthly surveys and client studies, MVI can track trends and buying habits before they surface in the market. "The cost of doing business has skyrocketed to such a level that to have the ability to better understand the wants, needs and desires of the consumer will help jewelers position themselves as premier jewelry retailers in their marketplace," explains Elizabeth Chatelain, Co-CEO of MVI Marketing and manager of the JCOC.net. "Consumers' desires often don't come close to the industry's perceptions. A tremendous disconnect still exists between the industry's perceptions of consumer preferences and what the consumer actually wants."

Did You Know

--  Self-purchases accounted for half to as much as 90 percent of the
    jewelry purchased in any given month in 2005 for at least two thirds of the
    year.
--  80 percent of consumers are likely to buy jewelry for themselves
    anytime they see something they like, with half likely to do so shopping
    for others.
--  Valentine's Day has become a big holiday for parents to give gifts of
    jewelry to their children.
--  Prices below $200 are popular for holiday gifts with the possibility
    to up sell to $1,000. Mother's Day shows great promise to reach above $300.
--  Brand has historically been least important for consumer when buying
    fine jewelry. But 40 percent would consider branded silver and diamond
    jewelry.
--  Interest in diamond right-hand rings has soared.  In 2003, 75 percent
    were unaware of the product. By February 2004, more than 42 percent owned
    one.
--  Hispanic jewelry consumers register a greater affinity for platinum,
    and are more likely to own a diamond right-hand ring than their Anglo
    counterparts.
--  About 75 percent of male respondents wear jewelry, and over a quarter
    would wear more if selection improved and they knew what was available.
    
Fine jewelry ranks high as the preferred gift for a quarter of JCOC.net panelists on average. Statistics indicate greater opportunity to acquire 75 percent more consumers to buy jewelry for Valentine's Day, Mother's Day, Father's Day, Graduations, and the winter holidays -- as well as other non-traditional occasions. A quarter of this untapped market is consistently undecided about fine jewelry. But Chatelain laments that the jewelry industry's marketing and spending focus still do not come close to generating demand for alternative jewelry shopping experiences. "Smart marketers would benefit from promoting affordable jewelry ideas for these and other occasions throughout the year -- giving options to those searching for what to buy," she advises.

The JCOC.net 2005 Year in Review report is available for $595 by visiting www.jcoc.info. Media requests are directed to Elizabeth Chatelain at 805-239-2994 x101; fax 805-239-2947; or email elchat@mvimarketing.com.

The Jewelry Consumer Opinion Council (JCOC) was founded in 2001 with the mission of providing MVI Marketing clients with fast, efficient, effective, and powerful market intelligence about their jewelry products and their respective end use consumers. The JCOC is an e-panel of fine jewelry consumers throughout North America representing all ages, genders, income levels, buying categories and geographic regions. Serving as the ultimate tool for predicting behavior rather than reacting to it, the JCOC is perfect for customized research projects, overnight studies, regular monitoring of issues, tracking brands and brand equity, and low cost participation in omnibus studies.

Contact Information

  • Elizabeth Chatelain
    805-239-2994 x101
    fax 805-239-2947
    Email Contact.