Top Online Brands Becoming Household Names

The leading e-commerce brands have already surpassed or are quickly approaching public awareness for their brands among 100 million adults, according to a study by Opinion Research Corporation International.

The study found Amazon.com and Priceline.com are each recognized by more than 100 million adults, while eBay and E*Trade are closing in on the 100-million level in public awareness.

The top four most recognized e-commerce brands among US adults are Amazon.com (117.8 million adults, 60.1 percent); Priceline.com (108.6 million adults, 55.4 percent); eBay (90.9 million adults, 46.4 percent); and E*Trade (85.8 million adults, 43.8 percent). The rankings for the top four remain the same as when the survey was conducted in April of 1999 (see table).

Among the 57 million US adults who have yet to use the Internet, the top four most-recognized e-commerce brands are Priceline.com (24.5 million adults, 43 percent); Amazon.com (17.1 million adults, 30 percent); eBay (12.5 million adults, 22 percent); and E*Trade (119 million adults, 21 percent). According to the study, the percentage of US adults on the Internet has risen 11.8 percent. Since April, 23.1 million more adults said they have logged onto the Internet for the first time.

Factors Influencing Visits
to Apparel Sites
Familiarity with brand 15%
Prior shopping experience 13%
Historically low price 9%
Recommendation from friends 6%
Online ads 6%
Radio/TV commercials 3%
Print ads/billboards 3%
Source: PC Data Online

In a separate study on name recognition, PC Data Online found that it has the greatest influence on an individual’s decision to shop at a Web clothing retailer. More than 15 percent of the respondents to PC Data’s survey said familiarity with a retail name is the No. 1 reason in deciding which online clothing sites they visit. A favorable prior shopping experience with the retailer was the second most popular factor in determining where they shop (13 percent).

According to PC Data, the top three apparel sites in July of 1999 (based on number of unique visitors) were gap.com, jcpenney.com, and landsend.com.

Nearly one-quarter (22 percent) of respondents have purchased clothing online in the past, and two-fifths (38 percent) of respondents expect to do so within the next three months. Forty-five percent of the respondents said they are likely to purchase clothing online during the 1999 holiday season.

PC Data Online’s survey was fielded August 11-13, 1999 among a sample of 1,592 men and 1,445 women, yielding a margin of error of +/- 1.7 percent. The sample was balanced by age and gender to represent the US Internet users as a whole. The Opinion Research survey was conducted as part of its regular omnibus poll, which polls a nationally projectable sample of 1,013 adults by telephone over four days. It is projectably accurate within 3 percentage points.


E-Commerce Brand Awareness
August 1999 Spring 1999
Brand Percent
Awareness
Million
adults
Percent
Awareness
Million
adults
1. amazon.com 60.1% 117.8 51.7% 101.3
2. priceline.com 55.4% 108.6 46.5% 91.1
3. eBay 46.4% 90.9 32.2% 63.1
4. E*Trade 43.8% 85.8 29.9% 58.6
5. eToys 26.2% 51.3 21.6% 42.3
6. HotJobs 26.0% 50.9 17.6% 34.5
7. Monster.com 24.1% 47.2 17.4% 34.1
8. AutobyTel 22.6% 44.3 17.9% 35.0
9. CDNow 20.2% 39.6 17.2% 33.7
10. Reel.com 19.4% 38.0 14.9% 29.2
11. Buy.com 17.8% 34.9 13.2% 25.9
12. Travelocity 15.6% 30.6 10.0% 19.6
13. Cheap Tickets 15.0% 29.4 10.3% 20.2
14. Onsale 12.4% 24.3 9.3% 18.2
15. Preview Travel 10.6% 20.8 9.2% 18.0
16. Expedia 9.1% 17.8 8.3% 16.3
17. NetMarket 7.4% 14.5 6.1% 11.9
Source: Opinion Research Corp. International

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