Independent Research Reconfirms High Concentration of Online Buyers Among Subscribers

NEW YORK, Jan. 28 /PRNewswire/ -- Independent research conducted immediately after the 1999 holiday e-shopping season showed that more than six out of ten (61 percent) PC Magazine subscribers purchased holiday gifts online. Specifically, PC Magazine subscribers who made holiday purchases via the Internet spent an average of $420 online, accounting for $314 million of online holiday purchases, according to a study conducted by ICR. On average, PC Magazine subscribers spent $1,178 on total holiday purchases, regardless of the outlet.

"These findings underscore PC Magazine's strength in reaching the new generation of online buyers," said Senior Vice President/Publisher Peter Longo. "This is not lost on consumer-products and dot-com advertisers who increasingly are recognizing the value of advertising in PC Magazine. Every marketer who sells to consumers online should be here."

Recent additions to PC Magazine's consumer-advertisers roster include Alta Vista, American Express, Ameritrade, AT&T Wireless, Comfort Suites, Giftspot.com, Mercury, Nokia, Sprint PCS and Visa.

Longo noted that the ICR research bolsters an earlier study by Mediamark Research Inc. that showed PC Magazine to have the highest concentration of online buyers who have made a purchase in the last 30 days - higher than any other measured magazine including Forbes, Fortune, Business Week and PC World.

Additionally, the 1999 Holiday Shopping Study found that 77 percent of PC Magazine's readers spent more money online this year than last, among subscribers who made online purchases in 1998 and 1999. The most popular gifts they purchased online were books (54 percent), toys or games (40 percent), computer software (39 percent), computer hardware (36 percent), music CDs (34 percent), clothes (32 percent), videos or DVDs (22 percent) and consumer electronics (18 percent).

Findings for the 1999 Holiday Shopping Study were based upon 332 completed telephone interviews among qualified, paid subscribers of PC Magazine. They were conducted by International Communications Research Corp., of Media, Pa., between Dec. 27, 1999, and Jan. 8, 2000. Additional information about the study or arranging a custom presentation is available from Research Manager Danyele Hodge, 212-503-3595; danyele-hodge@zd.com.