MRI examined online buying styles of consumers, and identified 5 distinct types of online shoppers. This presentation focuses on two types of consumers, "Social Cyber-Shoppers" and "Selective Cyber-Shoppers", in the context of social shopping.

1. Meet Social Shoppers (and see what they look like on both sides of the computer screen) Online Community Unconference East 2009, New York

2. Social Shoppers: Consumers in Control Online Word-of-Mouth is a powerful medium that gives “power to isolated consumers” and allows for a “boundless dialogue” with a unlimited number of other consumers (Bernd Stauss, Global Word of Mouth , 1997)

3. Social Shoppers: Consumers in Control chowhound.com (food, wine, restaurants) yelp.com (places, services) epinions.com (anything) rateitall.com (anything) qype (places) riffs.com (anything ) vanno.com (companies, brands) dishola.com (food) Jyte.com (anything) bestuff! (anything ) trusty’s (services) Zeer.com (groceries) cnet.com (technology/electronics) Zunepoint.com (Zune MP3 player) Measuredup.com (customer service)

7. Online Shoppers: Segments * * based on Spring 2008 Follow-up Study (1 wave)

8. Online Shoppers Segmentation: Trait Matrix * Yes = trait is prevalent; No = trait is absent; / = mixed Characteristics/ Segments Reluctant Cyber-Shoppers Cyber-Bargain Seekers No-nonsense Cyber-Shoppers Social Cyber-Shoppers Selective Cyber-Shoppers Find shopping online more convenient NO / YES YES YES Prefer to “touch” before buying YES NO NO / NO Advocate for favorite brands NO NO NO YES NO Trust and use online reviews and ratings NO / NO YES YES Submit product reviews NO NO NO YES NO Buy previously used Items NO YES NO YES NO Prefer online auctions NO YES NO YES NO Compare prices across vendors NO YES NO YES YES

10. Social Shoppers: Demographic Profile

11. Social Shoppers: Demographic Profile

12. Social Shoppers: Demographic Profile

13. Social Shoppers: Demographic Profile

14. Social Shoppers: Shopping Behavior

15. Social Shoppers: Online Behavior Internet Activities: % less/more likely have done in last 30 days, compared to all online shoppers Social CS Selective CS Visited a chat room +70% -29% Used Instant Messenger +33% -1% Made personal or business travel plans -21% +48% Played games online +28% -8% Obtained financial information -7% +32% Tracked investments/Traded stocks, bonds or mutual funds -20% +40% Paid bills on-line +11% +13% Obtained information for new or used car purchase -7% +12% Obtained information about real estate -23% +21% Obtained medical information 2% +11% Obtained childcare or parenting information +21% +9% Looked for employment +35% -30% Looked for recipes +6% +17% Visited a TV network or TV show's website +18% +27% Downloaded Music +41% -11% Visited online blogs +28% -4% Wrote an online blog +80% -61% Watched online video +22% -3%

16. Social Shoppers: Search Behavior Sources most likely to turn to for product information (% less/more likely than all online shoppers) Social CS Selective CS Search Engine(S) (E.G., Google, Yahoo, Etc.) -1% +7% Discussion Boards or Forums that Specialize in that Product Category +52% +32% Online Shopping Site(S) (E.G., Amazon, E-Bay, Buy.Com, Etc.) +14% +16% Manufacturer or a Given Brand's Website -9% +34% Online Product Reviews by Experts (E.G., CNET, iVillage, Consumer Reports, Etc.) +14% +36% Offline Product Reviews By Experts (E.G., Consumer Reports, Other Magazines, Etc.) +12% +14% Yellow Pages (Online) +38% -23% Yellow Pages (Offline) +1% -26% Friends Or Acquaintances (Online) +43% +3%

17. Social Shoppers: Search Behavior

18. Social Shoppers: Media Profile Definition of media usage scores: Magazines = number of issues read in a month; newspapers = number of issues read in last 28 days; radio = number of half-hours listened in a week; TV = number of half-hours viewed in a week.

19. Social Shoppers: Psychographic Profile % less/more likely to agree somewhat/completely with the following statements, compared to all online shoppers Social CS Selective CS I am influenced by what's hot and what's not +21% -2% People often come to me for advice before making a purchase +15% +1% I like to change brands often for the sake of variety and novelty +33% -18% I'm always one of the first of my friends to try new products or services +28% -21% I'm willing to pay more for top quality electronics -2% +16%

22. Social Shoppers: Contact Us to Learn More! We offer the following information and respondent-level data (for your own modeling purposes) on online and social shoppers: DEMOGRAPHICS : hundreds of socio-demographic variables PSYCHOGRAPHICS : attitudes, values, and opinions, interests, aspirations, and media content preferences LIFESTYLE : leisure and sports, social and political activities MEDIA CONSUMPTION : traditional (cable and broadcast TV, print newspapers and magazines, radio, billboards) and emerging (Internet, mobile phones, video games, social media, Internet) media touch-points (where, when, how much, and why) PRODUCTS CONSUMPTION : volumetric, spending, and usage data for products and services (dozen categories and hundreds of brands) For more information about Online Shoppers and Social Shoppers segmentations, please contact Konstantin Augemberg [email_address] To purchase access to data and additional reports, please contact Erica Bartelstone [email_address]