The good news for companies that have been slow to establish a presence on the Internet is that no clear leaders have emerged yet in this fast-growing market space, according to a recent report from IntelliQuest Information Group, Austin Texas.
In a study of the online shopping habits of more than 10,000 consumers, IntelliQuest revealed that while consumers' e-commerce attitudes indicate the potential for a tripling of Web-based buying activity in the next 12 months, as yet no defined brand has captured any one particular product category.
The firm came to this conclusion after measuring awareness levels for more than 400 different branded sites and products, with side-by-side comparisons completed for 80 brands within nine market categories, including books, music, computer software, computer hardware, travel, and automobiles.
The analysis found that the "center of gravity" for category brand leadership varies greatly based on the maturity and complexity of the products and services.
For instance, the research firm reported that consumer awareness of places to shop for computers is greatest for hardware manufacturers such as Dell, IBM, and Hewlett-Packard. This results from the nature of the marketplace and the complexity of configuration options.
The study is part of IntelliQuest's new Ebranding marketing research service, which is designed to provide senior executives, marketing managers, and investors with benchmarking and trending information on e-commerce brand positioning among current and future online shoppers and buyers, according to IntelliQuest.