发布日期：2007年11月

摘要：

After years of foot-dragging, US consumer packaged goods (CPG) marketers are now racing online. In fact, in 2007 eMarketer projects that CPG companies will spend $920 million on all forms of Internet advertising, up 33% over 2006.

The CPG Online report analyzes the consumer behavior trends that are convincing CPG brands to advertise online, with special emphasis on health and beauty campaigns.

CPG marketers have noticed that consumers are going online to search for and research CPG products, and then discuss them on blogs and social networks. But they are not just looking for promotional offers and coupons—they are buying online. As an example, Forrester Research projects that online sales of health and beauty products will grow from 5.6% of total revenues in 2006 to 14% in 2010.

eMarketer forecasts that by 2011, CPG advertising online will hit $1.8 billion, a compound annual growth rate of 20.9%.

Key questions the “CPG Online” report addresses:

-How quickly are CPG ad dollars migrating online?
-What other media spending will decline?
-Where are health and beauty marketers spending their advertising budgets?
-How are consumers using the Internet to find health and beauty products?
-Who is shopping for health and beauty products online?

The CPG Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
目录：

-Executive Summary


US Online Advertising Spending by CPG Companies, 2006 2011 (billions and % increase/decrease vs. prior year)


-Key Questions


-The eMarketer View


Key eMarketer Numbers CPG Online Marketing


-Marketing Trends


US Online Advertising Spending by CPG Companies, 2006 2011 (billions and % increase/decrease vs. prior year)


Areas from which US Marketers Are Shifting Portions of the Budget to Online according to Those Who Are Increasing Their Online Marketing Budget, February March 2007 (% of respondents)


-The Health and Beauty Media Mix


US Health and Beauty Product* Advertising Spending, by Media, 2004 2006 (thousands)


US Health and Beauty Product* Advertising Spending, by Media, 2005 & 2006 (% increase/decrease vs. prior year)


US Health and Beauty Product* Advertising Spending, by Media, 2004 2006 (% share of total)


-The Changing CPG Marketing Landscape


US Online Advertising Revenues from Packaged Goods Companies, First half 2006 & First half 2007 (millions and % increase vs. prior year)


US Advertising Spending, by Industry/Category, 2006 (millions and % change)


Top 10 US Advertising Categories, Ranked by Spending, First half 2006 & First half 2007 (millions and increase/decrease vs. prior year)


US Total Advertising Spending by CPG Companies among the Leading 100 Advertisers, 2005 & 2006 (thousands and % change)


US Online Display Advertising Spending by CPG Companies among the Leading 100 Advertisers, 2005 & 2006 (thousands and % change)


US Online Advertising Impressions, by Industry, April 2007 & May 2007 (millions and % increase/decrease vs. prior month)


US Online Advertising Impressions, by Industry and Format, May 2007 (millions)


-Search as the ‘Digital Shelf’


Types of Web Sites that US Adult Internet Users* Visit to Search Online for Consumer Packaged Goods, by Age, September 2006 (% of respondents in each group)


Select Shopping and Classifieds Web Site Categories, Ranked by Percent of US Visitors Who Arrive at Site via Search Engine, February 2007


US Internet Users Who Use Search to Reach CPG Web Sites, by Category, February April 2007 (millions and % of unique category visitors)


Categories of Consumer Packaged Goods for which US Adult Internet Users Search Online, by Gender, September 2006 (% of respondents in each group)


Reasons that US Search and Non Search Users Visit CPG Web Sites, February April 2007 (% of respondents)


Reasons that US Adult Internet Users Search Online for Consumer Packaged Goods, by Gender, September 2006 (% of respondents in each group)


Channels through which US Adult Internet Users Would Purchase Consumer Packaged Goods after Searching Online, by Segment, September 2006 (% of respondents)


Amount that US Search and Non Search Users Spend Offline on CPG Products, by Category, February April 2007


Leading Online Health Keyword or Phrase Searches on Major US Search Engines, Q1 2007 (millions)


Top 10 Search Terms that Drove Traffic to Beauty Web Sites, September 2006 (% share of all search traffic in that category)


-Interactive Coupons


Coupons Issued by US Consumer Packaged Goods Companies, by Product Category, January 1 November 4, 2007 (millions)


US Female Internet Users Who Became Interested in a New Hairstyling Product Based on an Advertisement/Promotion then Purchased the Product, 2007 (% of respondents)


Leading Media that Prompt Online Searches by US Consumers, 2007 (% of respondents)


Top 10 Web Site Categories among US Internet Users, Ranked by Growth in Unique Visitors, May vs. June 2007 (thousands and % change)


US Internet Users Who Use Coupons for Savings of $10 $20 per Shopping Trip, by Age, September 2007 (% of respondents in each group)


Mobile Phone M Commerce Features that Interest or Are Used by US Internet Users, August September 2007 (% of respondents)


Types of Mobile Advertisements that Interest US Mobile Phone Users*, February 2007 (% of respondents)


Top Ten US Markets for Mobile Coupon Redemption, Ranked by Usage per Capita, First half 2007


Advanced Features on Web Sites of US Online Retailers, by Business Model, July 2007 (% of respondents in each group)


-Online Video


US Online Video Ad Impressions on Eyeblaster Network, by Industry, 2006 (% of total)


US Online Video Viewers' Responses to Online Video Advertising, April May 2007 (% of respondents)


Top Three Media that Influenced US Online Video Viewers Who Made a Purchase in the Past Six Months, by Product/Service Category, Q2 2006 Q2 2007 (% of respondents)


Household Income of US Online Video Viewers Who Made an Online and/or Offline Purchase in the Past Six Months, by Product/Service Category, Q2 2006 Q2 2007 (% of respondents)


-Consumer Attitudes and Behavior


Primary Health Information Resource Used by US Adult Internet Users, August 2007 (% of respondents)


Top 10 Web Site Categories, Ranked by Growth in US Unique Visitors, August vs. September 2007 (thousands and % change)


-Demographics of Online Health and Beauty Shoppers


Demographic Profile of US Consumers Who Research Beauty Care/Cosmetics Online before Purchasing Them in a Store, November December 2006 (% of respondents in each group)


Demographic Profile of US Consumers Who Research Medicines/Vitamins/Supplements Online before Purchasing Them in a Store, November December 2006 (% of respondents in each group)


US Female Consumers Who Shop Online for Beauty Products, by Age, 2007 (% of respondents)


US Female Consumers Who Shop Online for Beauty Products, by Household Income, 2007 (% of respondents in each group)


-Growth in Online Retail Sales


Online Shopping Habits of US Female Internet Users, February 2007 (% of respondents)


Select Products and Services Purchased Online in the Past Six Months by US Adult Female Internet Users, June 2007 (% of respondents)


Online vs. Retail Store As Primary Location at which US Adult Internet Users Research Select Products, September 2007 (% of respondents)


Retail Locations from which US Consumers* Purchase Health and Beauty Products, 2007 (% of respondents)


Top Five US Beauty Product* Web Sites, Ranked by Female Consumers Who Made Purchases, 2007


Online Sales of the Top Five US Drug & Food Retail Web Sites, 2006 (millions and % of total category sales)


Online Sales of the Top Five US Health/Beauty Retail Web Sites, 2006 (millions and % of total category sales)


-Cashing In on Consumer Product Reviews


Resource Used Most Frequently by US Online Shoppers for Product Research, July 2007 (% of respondents)


Attitudes and Behavior of US Online Shoppers toward Personalized Product Recommendations* on E Commerce Web Sites, July 2007 (% of respondents)


US Online Shoppers Who Would Visit a Manufacturer and/or Competitor Web Site after Not Finding Desired Product Information on a Retailer Web Site, May 2007 (% of respondents)


Purchase Decisions of US Internet Users that Have Been Influenced by Consumer Generated Online Reviews, by Product Category, August September 2007 (% of respondents)


Credibility of Consumer Generated Online Reviews according to US Internet Users, August September 2007 (% of respondents)


US Internet Users Who Read Consumer Generated Online Reviews, by Age, August September 2007 (% of respondents in each group)


US Internet Users Who Share/Discuss Consumer Generated Online Reviews with Family, Friends and/or Colleagues, August September 2007 (% of respondents)


Increase in Average Purchase by Online Shoppers Who Use vs. Do Not Use Customer Product Reviews on Web Sites* of US Online Retailers, July 2007 (% of respondents)


Whether Web Sites of US Online Retailers Allow Customer Product Reviews on the Site, July 2007 (% of respondents)


-Related Information and Links


-Related Links


-Contact


-Report Contributors


-About eMarketer


-A Trusted Resource