Among age segments, respondents 25-34 years are most likely to say the internet will be their primary travel resource (53.2 percent); respondents 55 years and older are least likely (41.4 percent). Half (51.8 percent) of respondents reporting household income (HHI) of $75,000-$99,999, and nearly two-thirds (63.1 percent) of respondents reporting HHI of $100,000 or more, say the internet will be their primary travel resource.

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Offline Channel Exposure Driving Online Searches (% of Online searchers within previous 6 months)
Offline Channel Driving Search	% of Online Searchers
TV ad	37%
Word of mouth	36
Magazine/Newspaper ad	30
Store location	20
Radio ad	17
Billboard/other signage	9
Company name/ad on vehicle	10
None of these prompted a search	33
Source: iProspect, August 2007

Offline channels clearly influence a significant percentage of online search users, says the report, with TV and word of mouth influencing over one-third of online search users to perform a search. More surprising, to the analysts, is that a full 67% of online search users are driven to search as a result of some offline channel.Go to the source

A high level of blog interest, or online buzz, around new product launches is tightly linked to paid media spending, according to a new study by The Nielsen Company that analyzed blog buzz volume, ad spending, purchase intentions and actual product sales for newly launched consumer packaged goods (CPG).

On average, the top 10% of products with the most buzz spent nearly $20 million on paid media for the launch.

In contrast, the companies that generated the next 40% of blog buzz spent an average of $15 million.

Companies that generated the bottom 50% spent an average of only $5 million.

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Websites, but Not Pharma’s, Top Resource for Ailment and Drug Information

Some 75% of 800 consumers responding to Prospectiv’s 2007 Pharmaceutical Marketing CPI poll said they view the internet as their most trusted resource, followed by broadcast media (15%) and magazines (10%).

83% surveyed expressed concerns that pharmaceutical ads on television can be confusing and misleading.

89% agreed with the sentiment expressed by some government organizations and consumer advocacy groups that television drug treatment advertisements need to be more closely regulated.

72% of respondents also said that there were too many drug treatment advertisements on television.

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Richer Rich Media and Video Boost Online Ad Performance

Unaided brand awareness increased 229%

Ad favorability - 108%

Purchase intent - 78%

Brand favorability - 77%

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Survey: One in Five Bring Laptops on Vacation

One in five people bring their laptops along while vacationing, according to an AP-Ipsos poll. 80 percent also said they won’t go on holiday without their cell phones.

Those under 40 were more likely to bring their laptops than those between the ages of 50 and 64. White males topped those who couldn’t part with technology while on vacation.

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Kids Make Big Play for Online Purchasing Power

Tech-savvy kids are increasingly taking on the mantle of cyber-assistant, placing online orders for themselves and whole families, according to a new study, writes MarketingCharts.

More than three-quarters (77 percent) of kids age 8-14 have completed online transactions.

At least some of this online purchasing is done for the family, as most of them (56 percent) said they also do online shopping chores to help their mom.

The top five things they look up online for themselves are purely entertainment-related: music, video games, movies, MP3 players, and celebrities.

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Top TV-related search engine queries: American Idol, Days of Our Lives, Deal or No Deal

Nielsen//NetRatings published the top TV-related search engine queries in April 2006.

TV-related search engine queries
Search query	000
American Idol	4,261
Days of Our Lives	1,258
Deal or No Deal	1,137
Lost	418
Wheel of Fortune	408
24	312
24 spoilers	310
Who Wants to be a Millionaire	281
Survivor	268
South Park	216
Source: Nielsen//NetRatings

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Home Broadband Adoption 2007

47% of adults have high-speed internet connections at home as of early March 2007, up five percentage points from a year earlier.

7/3/2007 | Memo  | John Horrigan, Aaron Smith

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