Consumers Spend More Time Researching Products Online on Thanksgiving Day and Black Friday Than on Cyber Monday

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Consumer research traffic to manufacturers’ marketing content on retail websites more than doubled in the WebCollage retail network during the 2007 holiday shopping season.


Customers are clearly spending more time on retail websites trying to learn everything they can about a product before they purchase it online or in a store.

WebCollage, a leading provider of Web content integration solutions for manufacturers and their channel partners, today announced that during the traditional start of the holiday shopping season – Thanksgiving day, Black Friday, and Cyber Monday – consumers most actively researched products online on Black Friday. Analysis of consumer shopping habits in the WebCollage retail network also showed that consumers researched manufacturer product information 11% and 27% more on Thanksgiving Day and Black Friday respectively than they did on Cyber Monday in 2007. In addition, the average amount of time a consumer spent researching specific products increased 16% in 2007 when compared to the time consumers spent researching specific products in 2006.

“The increase in online product research emphasizes just how important it is for both manufacturers and retailers to provide comprehensive product and brand information to meet the demands of today’s web savvy consumers,” said Jed Alpert, Vice President of Marketing for WebCollage. “Customers are clearly spending more time on retail websites trying to learn everything they can about a product before they purchase it online or in a store.”

Consumers are not only actively researching specific products on retail websites, but they are also visiting retailers’ “shop-by-brand” sections to receive guided selection advice on how to choose the right product within a specific brand. Almost 50% of WebCollage’s holiday traffic went to manufacturer brand stores on retail websites.

“Nearly half of our consumer research traffic goes to the brand store sections of retail websites versus specific products. This means that manufacturers that do not have a comprehensive and complete brand store are missing out on an opportunity to influence a significant portion of their prospect base,” Alpert added. “Only by understanding retail website traffic patterns and integrating their complete brand story online can manufacturers truly leverage the power of their offline marketing that creates consumer interest in their specific brand.”

“WebCollage is also very pleased with the marked year over year growth in consumer traffic within our network. This jump can be attributed to the increase in the number of retailers in our network, the greater use of syndicated marketing content by retailers and the increased number of manufacturers leveraging WebCollage to get their brand and product information distributed in the retail channel.”

About WebCollage Inc.
WebCollage is the leading Web content integration network for manufacturers and their channel partners — retailers, VARs and distributors. Using WebCollage's patented, turnkey solution, manufacturers can extend their Web product marketing content to all of their channel partners and address the challenge of how to optimize the selling and marketing of products via the Web. WebCollage benefits manufacturers and channel partners alike with measurable bottom-line results including higher conversion rates and larger overall order sizes.

Founded in 2000, WebCollage is a privately-held company headquartered in New York, NY, and backed by Sierra Ventures, Cedar Fund, GSI Commerce, Inc., and Gilde IT Fund. For more information, please visit: or call 1.212.563.2112.

Media Contact:
Dennis O’Connor (for WebCollage)
Paradigm Communications
(781) 530-3700; cell: (781) 883-5109
Dennis.oconnor @

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