KPMG Study: More Holiday Spending; Half Used Internet
December 29, 2005 at 7:06 AM (PT)
Good news on the doorstep for radio heading into 2006! It looks like consumers and retailers are flush with cash.
In a new survey of 840 random households (12/10-12/21) by audit, tax and advisory firm KPMG, 36% of consumers say they spent more this holiday shopping season and more than half reported making an Internet purchase, with four in 10 saying that selection and price led them to buy from a store other than where they normally shop.
About 39% said they spent the same as last year, and only 26% said they spent less to buy holiday presents. Consumers said the greatest motivators for purchases were price (32%), selection (27%) and convenience (22%).
KPMG's JOHN RITTENHOUSE noted, "Particularly interesting is that Internet shopping included all age groups up to 65, with 53% of consumers making Internet purchases. The Internet continued to attract the most desirable customer, as the higher the income, the more the likelihood to buy on the Internet. For instance, people with incomes over $75,000 were twice as likely to use the Internet compared with people with incomes under $30,000."
With Internet spending up, this opens the door for radio to do more tie-ins with advertisers via traditional advertising, and their sites. Creative sales and programming teams can use these numbers to throw more to their own bottom lines. For the full survey story, just click here.