eCom Benchmark: USA Online Buying Preferences by Zipcode
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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 BruceESegal@gmail.com
Citation preview
- 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?
CalloremailBruceE.Segal610-667-8188BruceESegal@gmail.com 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