April 18, 2005, 12:00 AM

Consumers’ life stages affect their web usage, comScore reports

"While the web has long since woven itself into the fabric of daily life, consumers are increasingly reliant upon online resources to ease and inform major life events," says Peter Daboll, president and CEO of comScore Media Metrix.

 

Consumers’ use of the Internet is often driven by life stages, according to new analysis by comScore Networks Inc.

"While the web has long since woven itself into the fabric of daily life, consumers are increasingly reliant upon online resources to ease and inform major life events," says Peter Daboll, president and CEO of comScore Media Metrix. "For marketers, particularly those looking to reach consumers at pivotal points in their lives, such as planning a marriage, buying a home, or having a baby, few media can match the web`s ability to facilitate communications keyed to an individual`s specific needs."

ComScore has issued a report analyzing the online behavior of three consumer segments: • Online Expectants" - Consumers who have created or accessed a baby registry (online or offline) in the past six months • "Engaged Buyers" - Consumers who have gotten engaged or married in the past six months or who will get married in the next six months • "Movers & Shoppers" - Consumers who have reported buying their first home or moving more than 100 miles in the last six months

comScore`s analysis was conducted using the Winter 2005 edition of Audience insite Measures, a comScore Media Metrix product. AiM is syndicated consumer analysis that combines consumer-reported lifestyle data and passively observed online behavior at more than 30,000 web sites.

ComScore reports, for example, that out of the 10 web site categories with the highest relative composition of Online Expectants, seven are retail subcategories. Toys top the ranking, with a 62% greater relative composition of Online Expectants than the overall population. The Department Stores, Home Furnishings and Books subcategories also rank highly, “likely driven by Online Expectants shopping for apparel, furniture and educational content to prepare for the new arrival,” comScore says. Consumers in the market for baby products are also disproportionately likely to visit the Fragrances & Cosmetics and Jewelry, Luxury Goods & Accessories subcategories, comScore reports.

ComScore reports the following categories show up strongly in the online behavior of expectant parents and each category’s composition index. Composition index is the propensity of a specific segment to visit a category or property compared to the average Internet user. • Toys, 162 • Fragrances/Cosmetics, 144 • Department Stores, 127 • Home Furnishings, 123 • Pharmacy, 120 • Family, 120 • Coupons, 119 • Flowers/Gifts/Greetings, 118 • Books, 117 • Jewelry/Luxury Goods/Accessories, 116

 

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