London – January 22, 2007 – Over three-quarters of 18-24 year olds put price as their top priority when shopping online, according to a survey by Coremetrics.

The research, conducted by YouGov, covered 2000 consumers from a range of age groups and backgrounds. 77 per cent of those in the youngest bracket claimed that the thrill of getting a good deal outweighed the need to go with a recognised brand, and was the most likely factor to influence them to make an online purchase.

“Online sites can learn valuable lessons from the High Street where the ‘Primark generation’ have turned their backs on expensive designer labels and instead are hunting for bargain offers. Companies must monitor and measure the performance of various offers closely to determine what works and what doesn’t,” says Richard Sheppard, VP and GM of EMEA at Coremetrics. “It’s important that they then use this information to tailor specific deals for particular age ranges and deliver exactly the type of offers that are likely to have the largest impact on their target audiences.”

However, the survey also found that older people attach more importance to the value of a brand when shopping online. Almost double the number of the over 55s as 18-24 year olds said their decision was brand related.

“The attitude of the older generation is very different. They generally look for trusted, reliable brands and are willing to pay a premium for the comfort factor that familiarity brings,” added Sheppard. “It’s important that that companies understand this and use the information collected at the time of a shopper’s purchase – not only to target them again in future marketing campaigns but to correct offers which aren’t working in real time. Online stores need to adopt new ways to respond to and shape the buying behaviour of the over 55s, and intelligence is key to this.”

About Coremetrics
Coremetrics is the leading provider of online marketing optimisation solutions. Its solutions generate high return on online marketing investment and continue to pay daily dividends in improved marketing performance. Over 1,000 online business sites, transacting over $15 billion this year, are now using Coremetrics’ Software as a Service (SaaS) solution to optimize online marketing efforts.

Coremetrics’ solutions encompass advanced online analytics and precision marketing applications, including search engine bid management, email marketing and cross sell applications to acquire customers more cost effectively, increase conversion rates, and increase lifetime customer value. Clients have recognized over $300M in documented ROI and 87% of clients recognize ROI in 12 weeks or less. The company is privately held with funding from Accel Partners, FTVentures, and Highland Capital Partners. Coremetrics Europe is headquartered is in Windsor, Berkshire and corporate headquarters is located in San Mateo, California. To learn more about Coremetrics, visit or call 01753 272 220.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit

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Telephone: 020 7802 2662

Published on: 12:00AM on 22nd January 2008