Media Influence on Consumer Choice: Jewelry and Watches


October 13, 2008
62 Pages - SKU: ADL2213686
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Despite sluggish sales in the current economy, the market for jewelry of all types including gold and silver, diamond and other gemstones, and the market for watches still shows promise. American consumers continue to show interest in unique and designer pieces typically available through jewelers.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on jewelry and watch purchases, and reveals significant influence by online sources. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Many factors play a role in the purchase of jewelry and watches and the report examines the importance of factors like product quality, product availability, price, reputation, and sales staff.

The report also offers insights on how receptive consumers are to buying jewelry and watches online instead of in a jewelry or other store, as well as insights regarding male versus female buyers and breakdowns by age group and geographic region.


I. Executive Summary
II. Survey Findings
III. Consumer Spending
IV. Methodology+Definitions
TABLE OF FIGURES
1. Percentage of U.S. Adults That Have Purchased Jewelry or Watches Recently
2. Demographic Analysis of U.S. Adults That Have Purchased Jewelry or Watches Recently
3. Preference of Purchase Location (U.S. Jewelry/Watch Purchasers 18+)
4. Demographic Analysis of U.S. Jewelry/Watch Purchasers (18+) That Prefer to Purchase Online
5. Factors that Are Most Important in Product Purchase or Location of Purchase (U.S. Adults 18+)
6. Factors that Are Most Important in Product Purchase or Location of Purchase by Age of U.S. Jewelry/Watch Purchasers
7. Factors that Are Most Important in Product Purchase or Location of Purchase by Gender
8. Factors that Are Most Important in Product Purchase or Location of Purchase by Race
9. Factors that Are Most Important in Product Purchase or Location of Purchase by U.S. Region
10. Demographic Analysis of U.S. Jewelry/Watch Purchasers Who Consider Price More Important than Product Quality
11. Demographic Analysis of U.S. Jewelry/Watch Purchasers Who Consider Product Quality More Important than Price
12. U.S. Jewelry/Watch Purchasers (18+) Significantly Influenced by Information/Advertising from Online Media
13. U.S. Jewelry/Watch Purchasers (18+) “Somewhat” or “Significantly” Influenced by Information/Advertising from Online Media
14. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Social Networking
15. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Online Video
16. U.S. Jewelry/Watch Purchasers (18+) Significantly Influenced by Information/Advertising from Traditional Media
17. U.S. Jewelry/Watch Purchasers (18+) Somewhat or Significantly Influenced by Information/Advertising from Traditional Media
18. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Newspapers
19. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Television
20. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Radio
21. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Direct Mail Advertising
22. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Magazines
23. Demographic Analysis of U.S. Jewelry/Watch Purchasers Influenced by Out-of-Home Advertising
24. Percentage of U.S. Adults (18+) Who Consider Sports Sponsorships “Somewhat Important” or ""Very important”
25. Demographic Analysis of U.S. Adults (18+) Who Consider Sports Sponsorships “Somewhat Important” or ""Very important”
26. Percentage of U.S. Adults (18+) Who Consider Cause/Charity Support “Somewhat Important” or ""Very important”
27. Demographic Analysis of U.S. Adults (18+) Who Consider Cause/Charity Support “Somewhat Important” or ""Very important”
CONSUMER SPENDING FIGURES
1. 2007 U.S. TV Market Comparison of Consumer Spending on Jewelry (Estimated Total per Market)
2. 2007 U.S. TV Market Comparison of Consumer Spending on Jewelry (Estimated Average Per Household per Market)
3. 2007 U.S. Consumer Spending on Jewelry by Life Stage Cluster
4. 2007 U.S. TV Market Comparison of Consumer Spending on Watches (Estimated Total per Market)
5. 2007 U.S. TV Market Comparison of Consumer Spending on Watches (Estimated Average Per Household per Market)
6. 2007 U.S. Consumer Spending on Watches by Life Stage Cluster

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