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Sports Fan Loyalty Transfers to the Web
Second Dialscore™ Study
Provides New Insights into Online Marketplace
Westport, CT, October 16, 2000 — Customer loyalty on the Web is highest for e-businesses offering sports news and information, according to newly released Dialscore data by Internet consulting firm Digital Idea utilizing the proprietary 1.8 million Internet-user panel of their strategic partner Greenfield Online, Inc.
Dialscore provides a standardized customer loyalty metric that enables e-businesses to benchmark themselves against their competitors. The new data, based on the Internet- user experience of 16,300 online consumers, covers 214 e-businesses in 16 industry categories. It builds on the first Dialscore study, which was published in June 2000.
The Web site generating the highest consumer loyalty, according to Dialscore, was NASCAR.com, with a 47% rating. Overall, sports Web sites generated an average Dialscore of 21%, versus all other measured categories, which averaged 15%.
Top Sports News Information Sites:
Percent of User Base that is Loyal
| NASCAR.com |
47% |
Yahoo! Sports.com |
19% |
| NHL.com |
30% |
NBA.com |
17% |
| ESPN.com |
30% |
FOXsports.com |
13% |
| MLB.com |
22% |
SportsLine.com/CBS.com |
13% |
| NFL.com |
21% |
CNNSI.com/SportsIllustrated.com |
11% |
"Our second Dialscore study greatly expands our insights about what online consumers really want," said Peter Mackey, president, Digital Idea. "Sports sites are clearly connecting with their users by providing them what they want, when they want it, in the form that they want, including video. NASCAR.com is a superb example of a clean, clear, easy-to-navigate site that gives the passionate auto racing fan instant access to the exact information he or she wants."
Dialscore information, including analysis from Digital Idea, is provided quarterly to e-businesses and marketers on a subscription basis or as a single quarterly report. Wave 2 introduces a family of Dialscore products with several pricing options ranging from $3,000 for a hard-copy, single category summary report or single site scorecard to $50,000 for an annual full-service subscription with Web-based access to a full category of data.
Digital Idea headquartered in Westport, CT, is an Internet consulting firm that helps its clients build and/or optimize their interactive products, presence and strategies through a family of rigorously designed research-oriented products and services that provide insight into online customer health. |
