Searcher Moms Study Electronics Purchasers

October 17, 2007

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THINKING FORWARD

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

2

Background & Objectives
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

An in-depth understanding of specific segments of online consumers and how they utilize Search for shopping, product education, entertainment, etc. is critical for the development and execution of successful marketing campaigns. More specifically, it is imperative to know: • The role Search plays in this purchasing process • How Search is used in the information gathering purposes • How influential Search results are in the ultimate decision to purchase • How consumers actually use Search Through a collaborative effort between Performics, Microsoft and ROI Research, this study is aimed at uncovering the answers to these questions, specifically for the consumer segment of mothers with children younger than 18.

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

3

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

4

Methodology
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• This study was conducted among 1,000 consumers from eRewards’ panel of over 1.5 million households and includes female respondents who have at least one child 18 or younger living at home. • Invitations were sent to panelists with the goal of obtaining demographic characteristics to reflect/represent the general online population. • This study was conducted in July, 2007 by ROI Research, Performics and Microsoft. • This report presents findings for the 426 survey participants who have made at least one electronics purchase in the past six months. • At 95% confidence interval, a sample size of 426 has a sampling error of 4.7%.

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

5

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

6

Executive Summary
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• Search engines play a significant role for both online and offline purchases. – 76% use search engines to gather information before making any online purchase, and 63% do so before making any offline purchase. – With regard to purchases made in the eight categories under study, 95% of respondents say search engines were helpful in providing valuable information prior to purchasing online, and 89% say the same for the offline purchases they made. – 72% use search engines to find out where to purchase products offline. • For electronics purchases, search engines are involved in both the “browsing” and purchasing stages. • When respondents are “browsing” or gathering information prior to a purchase, search engines are used 48% of the time. • Respondents also report that for actual purchases made in the past six months, search engines were involved in 52% of online purchases and 31% of offline purchases. • An integrated marketing strategy is very important. – 69% of respondents use search engines to further learn about a product or service after having seen an advertisement.
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Executive Summary
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Mothers who have made an electronics purchase in the past six months are experienced Internet users. – 79% spend one hour or more per day using the Internet, and 37% spend three or more hours per day. – 97% have been using the Internet for more than five years. – 98% go online once a day or more. • This segment of consumers is comprised of experienced and tenacious “searchers”. – 89% feel that search engines are the best way to find information, and 92% always start with the same search engine. – 84% will modify and search again if the initial results do not provide what they are looking for, and 64% will view multiple results pages before abandoning a search. – 58% primarily search using a browser toolbar. – 39% say they will try a different search engine if their first search is unsuccessful.

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

8

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

9

The majority of electronics purchasers also purchase apparel, entertainment, and travel products.
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For which of the following categories have you made a purchase in the past six months? (Total Respondents – N=426)

Electronics (TV, stereo, DVD player, cell phone, etc.) Apparel (Clothing & accessories) Entertainment (Books, music, DVDs, concert/movie tickets, etc.) Travel (Airline tickets, hotel rooms, rental cars, etc.) Furniture & home décor Financial products (Checking/savings, CDs, retirement, investment, mortgage/loans, credit cards) Appliances (Refrigerator, washer/dryer, microwave, etc.) Automobiles (New or used) 22% 17% 33% 54% 89% 86% 82%

100%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

10

Electronics purchasers browse twice as often online as they browse offline.
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Over the past six months, how many times did you gather information or browse for electronics products? Please include all the times you browsed or gathered information whether or not you made a purchase.
Average # Times Browsed

Online

8.03
Average # Times Browsed 12.01

Offline

3.98

N=426
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Almost one-half of online browsing sessions involve Search.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

For the times you gathered information/browsed online for electronics products, what percentage of the time did you use of a search engine at any point during the process?

Online

Average # Times Browsed 8.03

Average % Times Used Search 48%

N=426

Average # Times Browsed Using Search 4.62

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

12

Almost one-half of electronics purchases are made online.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Over the past six months, how many electronics purchases did you make?

Average # Times Browsed

Online

1.54
Average # Purchases 3.17

Offline

1.62

N=426
© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential. 13

Electronics purchasers make more than one Searchrelated purchase in a six month period.
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For the electronics purchases you made in the past six months, what percentage of the time did you use of a search engine at any point during the purchase process?
Average # Purchases Average % Purchases Involving Search Average % Purchases Involving Search

Online

1.54

52%

.90
Average # Purchases Involving Search 1.43

Offline

1.62

31%

.53

N=426
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Electronics purchasers rely heavily on Search to gather information before making both online and offline purchases.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Thinking of all the online purchases you’ve made in the above categories during the past six months, how helpful were search engines in providing valuable information that resulted in your decision to purchase? (Total Respondents – N=426)

Thinking of all the offline purchases you’ve made in the above categories during the past six months, how helpful were search engines in providing valuable information that resulted in your decision to purchase? (Total Respondents – N=426)
Extermely 11%

Extermely

18%

Very

47%

Very

34%

Somewhat

30%

Somewhat

43%

Not very

3%

Not very

8%

Not at all

2%

Not at all

3%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

15

Intent to use Search is highest for higher ticket items.
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For future purchases you make in each of the following categories, how likely are you to use a search engine in the information gathering, shopping and purchasing process? (Five Point Scale – Summary – Very/Extremely Likely) (Total Respondents – N=426)
Travel Electronics Appliances Automobiles Entertainment Furniture & home décor Apparel Financial products 34% 33% 44% 57% 67% 67% 77% 76%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

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Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

17

Electronics purchasers believe Search is the most efficient way to find information, and they are loyal and determined searchers.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

For each of the following statements, please indicate how strongly you agree or disagree? (Five Point Scale – Summary Agree) (Total Respondents – N=426)
I always start with the same search engine Search engines are the most efficient way to find information If I don't find what I'm looking for on first search, I modify my search and try again I usually find what I'm looking for on the first results page I will go through multiple search results pages b/f abandoning a search I do most searches using a toolbar in my browser If I don't find what I'm looking for I will try a different search engine All search engines give the same results 14%
39%

92% 89% 84% 75% 64% 58%

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18

Electronics purchasers use Search to find manufacturer websites, for comparison shopping and to gather information prior to making both online and offline purchases. Two-thirds say they use Search after seeing an advertisement.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

For each of the following statements, please indicate how strongly you agree or disagree? (Five Point Scale – Summary Agree) (Total Respondents – N=426)

Use search engines to find specific manufacturer/product websites Use search engines to find the best price for a product/service Use search engines to gather information b/f making an online purchase Use search engines to find out where to purchase offline Use search engines to further learn about a product/service after seeing an ad Use search engines to gather information b/f making an offline purchase Use search engines to find coupons, specials, sales, etc. 79% 76% 72% 69% 63% 58%

89%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

19

Electronics purchasers rely on Search for nonpurchase related activities.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

For each of the following statements, please indicate how strongly you agree or disagree? (Five Point Scale – Summary Agree) (Total Respondents – N=426)

Use search engines to make travel or family vacation plans

87%

Use search engines to find entertainment related websites Use search engines to stay updated about news and current events Use search engines to help my children with homework Use search engines to research financial planning options

67%

64%

47%

32%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

20

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

21

Electronics purchasers spend the most time with the Internet and TV – 37% spend three or more hours per day using the Internet and 36% spend three or more hours per day watching TV.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

How much time would you estimate you spend with each of the following types of media? (Total Respondents – N=426)

53% 46% 42% 37% 28% 20% 21% 16% 8% 1%
Internet

43% 38%

45%

23%

25% 19% 10% 1% 1%
Magazines

4%
Television Radio

6%

4%

7%

1% 1%
Newspapers

<1 hour per week

1-6 hours per week

1-2 hours per day

3-5 hours per day

> 5 hours per day

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22

95% have been using the Internet since 2000 or prior.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

What year did you first start using the Internet? (Total Respondents – N=426)
28%

16% 12% 9% 10%

11%

5%

5% 2% 1% 1%
2003

0%
2004

1%
2005

0%
2006

0%
2007

1993 or earlier

1994

1995

1996

1997

1998

1999

2000

2001

2002

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23

Respondents are heavy Internet users – two-thirds go online many times per day…
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

On average, how often do you usually go online? (Total Respondents – N=426)

< once a week Once a week Several times a week

0% 0% 2% 5%

Once a day 2-3 times per day Many times per day

25% 68%

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24

…and 86% have an average online session of 11 minutes or more.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

On average, how much time do you spend for each online session? (Total Respondents – N=426)

< 5 minutes 5-10 minutes 11-15 minutes 16-30 minutes 31-45 minutes 46-60 minutes > 60 minutes

2% 12% 15% 26% 21% 11% 14%

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25

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

26

One-third of respondents have one child, and nearly half have two children.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

How many children younger than 18 do you have who are living at home? (Total Respondents – N=426)

One

34%

Two

47%

Three

15%

Four

4%

Five or more

0%

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27

Nearly half of respondents have teenaged children, and just less than a quarter have only children aged five and younger.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Age of oldest child (Total Respondents – N=426)

1-5

20%

6-12

37%

13-18

43%

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28

Respondents are closely split between those having only female children, only male children or both.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Child gender breakdown (Total Respondents – N=426)

29% 38%

34%

Male Only

Female Only

Both

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29

Just over half of respondents are stay-at-home moms. 29% are employed full-time and 19% work part-time.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

What is your employment status? (Total Respondents – N=426)

Stay at home mom

52%

Full-time

29%

Part-time - out of home

14%

48% employed 19% employed part-time

Part-time - in home

5%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

30

The majority of respondents are aged 35-49.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

What is your age group? (Total Respondents – N=426)

18-24

1%

25-34

26%

35-49

57%

50+

15%

Prefer not to say

1%

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31

Two-thirds of respondents live in suburban areas.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Where do you live? (Total Respondents – N=426)

How would you characterize the area where you do most of your purchasing? (Total Respondents – N=426)

Central

41%

Suburban

66%

South

21% Urban 21%

Northeast

20%

West

18%

Rural

13%

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32

Respondents are highly educated – 66% have at least a college degree.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Please indicate the highest level of school you’ve completed. (Total Respondents – N=426)
Some high school or less Completed technical or vocational school

0%

3%

Completed high school

8%

Some college/associate degree

22%

Completed college

41%

Graduate school

25%

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33

One-third of respondents have a household income of $100K or more.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

What is your total household income before taxes? (Total Respondents – N=426)

< $30,000

2%

$30,000 - $49,999

8%

$50,000 - $74,999

16%

$75,000 - $99,999

20%

$100,000 or more

36%

Prefer not to say

20%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

34

Over one-quarter of respondents drive a minivan.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

What type of vehicle do you drive? (Total Respondents – N=426)
SUV Minivan Sedan Sports car Station wagon Truck Compact care Crossover Van None 1% 1% 1% 0% 1%
35

33% 30% 25% 5% 3%

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Nearly all respondents are the primary grocery shopper.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

Are you the primary grocery shopper in your household? (Total Respondents – N=426)

2%

Yes

98%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

36

Table of Contents
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

• Background & Objectives • Methodology • Executive Summary • Purchase Process & Patterns • Search Attitudes & Behaviors • Internet Usage & Media Consumption • Respondent Profile • Search & Consumer Packaged Goods

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37

Search plays a role in CPG purchase process.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

How often do you use a search engine to gather information about the following product categories? (Total Respondents – N=426)

82%

58% 52% 38% 42% 50% 49% 44% 28% 10% 14% 8%
Food

16% 2%

6%
Household Care Products Baby & Childcare Supplies Soft Drinks

Personal Care Products

Never

Sometimes

Often

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38

Those who use search for CPG categories do so primarily to find offline retail locations, compare prices and research products.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

For which of the following do you use search engines when gathering information about the above product categories? (Select all that apply) (Total Respondents – N=426)
Find retail locations Compare prices Product reviews Gather product information Find coupons/incentives Find sales/specials Find online purchase locations 53% 71% 70% 69% 68% 63% 62%

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39

While CPG products are primarily purchased offline, 47% of respondents say they purchase personal care products online, followed by food (28%) and baby supplies (24%).
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

How often do you purchase products in the following categories online? (Total Respondents – N=426)

94% 72% 53% 41% 26% 6%
Personal Care Products Food

76%

80%

20% 2% 4%
Baby & Childcare Supplies

17% 3%
Household Care Products

5%
Soft Drinks

1%

Never

Sometimes

Often

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

40

Intent to use search for future CPG purchases is low, which is inconsistent with past use of search.
p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

For future purchases you make in each of the following categories, how likely are you to use a search engine in the information gathering, shopping and purchasing process? (Five Point Scale – Summary – Very/Extremely Likely) (Total Respondents – N=426)

Personal care products Baby & childcare supplies

17%

14%

Food

11%

Household care products

9%

Soft drinks

5%

© 2007. All rights reserved. DoubleClick Performics Inc. Proprietary and Confidential.

41

p&*451032965eter126asz4fe5r1te01564cghtf51ht8frtyh41dftgh156cf1H456ds6a54dfw8frwe8r4we9rqa8r4f9aefr485s9dfsertk,[dsrhgdgbc3b&m)l,@asasd+2058izcr854serf1s12ged4ger8swtrf456segf56segf89segt89seg1sg8shfeuweiNF:Lm,eflaf85a4efr9ase84rfsz5fvz+65d84fae9ds48frtd0 lsmfkapwfr1bf52g9ds+d45gfv45454ghd+.

THINKING FORWARD

Thank you…