Flemington, NJ, July 1, 2009 – A new national media study among 283 viewers of a video demonstration for the new e-commerce site Alice.com, revealed that nearly
one-third of respondents (30%) reported that they would be ‘extremely likely’ to use the site after watching the video.
The study was conducted by HCD Research using its MediaCurves.com® website on during June 29-30, to obtain Americans’ perceptions of a video demonstration of Alice.com, a new e-commerce website.
Prior to watching the video, 21% of respondents indicated that they would be extremely likely to use Alice.com, compared to 30% after watching the video demonstration.
After watching the video, those respondents who indicated that they would likely use Alice.com reported that the top three categories of household products that they would potentially purchase include bathroom supplies (93%), laundry supplies (86%) and kitchen supplies (80%).
Among the study findings:
“Please indicate how likely you are to sign-up and use Alice.com to purchase essential household items for you and/or your family.”
|
|
BEFORE Demo Video |
|
AFTER |
|
|
Total |
|
Total |
|
Extremely likely |
21% |
|
30% |
|
Likely |
34% |
|
32% |
|
Somewhat likely |
32% |
|
28% |
|
Not at all likely |
13% |
|
10% |
Of those who responded ‘Extremely likely,’ ‘Likely’ or ‘Somewhat likely’:
“Please indicate what stores you would be substituting (that you currently shop at now) if you were to purchase from Alice.com instead. Select all that apply.”
|
|
BEFORE |
|
AFTER |
|
|
Total |
|
Total |
|
Mass merchandiser or big box store |
83% |
|
82% |
|
Club store |
44% |
|
44% |
|
Grocery store |
54% |
|
56% |
|
Drug store |
49% |
|
50% |
|
Specialty retailers |
24% |
|
24% |
|
Other |
4% |
|
7% |
Of those who responded ‘Extremely likely,’ ‘Likely’ or ‘Somewhat likely’:
“Please indicate which categories of household products you would be likely to
purchase from Alice.com. Select all that apply.”
|
|
BEFORE |
|
AFTER |
|
|
Total |
|
Total |
|
Bathroom |
87% |
|
93% |
|
Office |
50% |
|
42% |
|
Medicine cabinet |
48% |
|
56% |
|
Laundry room |
76% |
|
86% |
|
Cleaning closet |
65% |
|
76% |
|
Pantry |
62% |
|
60% |
|
Nursery |
16% |
|
19% |
|
Kitchen |
76% |
|
80% |
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
About MediaCurves.com
MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. MediaCurves.com is a service of HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.
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