ecom benchmark: usa online buying preferences by zipcode
DESCRIPTION
This study shows consumer preferences to buy between online compared to catalog by zip code across the U.S. This is used to determine if your sales online come from the same zip codes. If not, then you know where to focus your online efforts. A slightly more detailed look is shown for metroPhilly. If you'd like to see how your customers compare by zip code, email me at [email protected]TRANSCRIPT
- 1. *Benchmark:USAeComBuyingPrefsbyZip %TotalSegment Code ZipCodeCount 1GreatCatalog 2GoodCatalog 3LeansCatalog 4LeansOnline 5GoodOnline 6GreatOnline GrandTotal 1,8604.4% 4,77811.3% 21,34050.6% 8,88221.1% 3,5598.4% 1,7734.2% 42,192100.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% PctofAllZipCodes 1GreatCatalog 2GoodCatalog 3LeansCatalog 4LeansOnline 5GoodOnline 6GreatOnline 21,340 1,860 4,778 8,882 3,559 1,773 29%ofallZipsinUSAPreferBuyingOnLineorByCatalog.71%PreferOtherChannels AboutTableaumaps:www.tableausoftware.com/mapdata USA:W estisMostlyCatalog.NortheastisOnline&Catalog. eComBuyingPreferenceExternalBenchmarks: Peoplein15%ofallzipcodespreferbuyingviaonline.Theyspendmoreperpersonthanaverage.(Segs.1&2) Peoplein13%ofallzipcodespreferbuyingviacatalog.Theytoospendmoreperpersonthanaverage.(Segs.5&6) Peoplein72%ofallzipcodespreferbuyingviasomeotherchannel.Theyspendlessthanaverage.(Segs.3&4) ESQUnlimited--AnalysisInsightAction!Wanttogofromdatatoaction? [email protected] Actions: Allocateandalignyourmarketingspendbybuyingpreferencetothebest buyingzipsinthisbenchmark;Segs.1&6. Ifyoursalesarelowinthebestzipsinbenchmark,thenthosezipsare lowhangingfruittoincreasesales;Segs.1,2,5,&6. Don'tspendresourcestryingtosellonlineorbycatalogtoSegs.3&4. AboutTableaumaps:www.tableausoftware.com/mapdata MetroPhilly:BestOnlineSalesinHighIncomeZips HouseholdEffectiveBuyingIncome(2009median) 0to33,000 33,000to38,500 38,500to43,800 43,800to51,700 51,700to276,000 ClicktohighlightbySegment 6GreatOnline 5GoodOnline 4LeansOnline 3LeansCatalog 2GoodCatalog 1GreatCatalog