2004 Nielsen Collectibles Survey
Conducted for eBay / Country Home
Overview of methodology & objectives:
3260 respondents were surveyed via RDD
Survey conducted in January 2004
Survey objective:
Understand attitudes and behaviors of collectors toward collecting in general and eBay in particular
Key Take-Aways:
The incidence of collectors among the general population remains relatively constant at 33%
20% of all collectors use eBay to browse, buy or sell for their collection
12% of collectors had purchased items on eBay
3% of collectors had sold items on eBay
There remains a substantial untapped market of collectors who are online, but who do not purchase collectible items on eBay
59% of collectors have access to and use the Internet
Of collectors that use the Internet, only 20% claimed (unaided) that they purchased collectible items on eBay
Of collectors that use the Internet, 30% claimed (unaided) to have visited eBay to look for items they collect --> opportunity to activate collectors who are browsing
Of collectors that use the Internet, 48% had ever gone online to look for, purchase or sell items for their collection
eBay collectors are more active and spend more money on their collections than non-eBay collectors
They have more items in their major collection than non-eBay collectors (median of 66 vs. 48)
They spend more money on their collections (eBay collectors spent a median of $195 on their collection last year, vs. $93 for non-eBay collectors)
They have more expensive collections (median value of major collection: $1483, vs. $436 for non-eBay collectors), and that value is increasing more rapidly
They are more actively building their collections (65% of eBay collectors acquire items at least once a month compared with 46% of non-eBay collectors)
eBay collectors believe that the site has made collecting easier and more fun
85% of eBay collectors agree that eBay makes collecting easier
80% of eBay collectors mentioned that eBay is the best way to access a national market
78% of eBay collectors state that eBay has helped them to find items that they couldn’t find before
72% of eBay collectors state that they now know more about their collection because of eBay
63% of eBay collectors mentioned that eBay makes collecting more fun
63% of eBay collectors agree that eBay makes collecting cool
57% of eBay collectors enjoy the fact that eBay takes their collection to places they would never have traveled
49% of eBay collectors are now more in touch with other collectors because of eBay
Detailed findings:
Motivations for Collecting:
Top drivers for collecting:
Locate unique things
Passion for the item
Thrill of a good bargain
#1 reason people develop an interest in collecting: family
One in 10 collectors (9%) developed an interest in collecting by “casually accumulating enough of the items that they decided to start collecting intentionally
23% of respondents said the best part of collecting is the fun/enjoyment
Channels for Collecting:
Among collectors overall, the most important source for finding items they collect is “regular stores”
However, for eBay collectors, eBay is most often cited as the most important source for their collection (32% of eBay collectors cite eBay as the most important source)
eBay and Collectors:
52% of eBay collectors buy or sell items on eBay other than those they collect
The average length of time eBay collectors have been using eBay is 3.3 years
eBay collectors allocate almost one quarter of their total spending on collectibles online (24%)
eBay appears to have a vast majority of that spending, with an average of 22% of current total spending done on eBay
Impact of eBay on collecting:
EBay has created a better / new / more efficient marketplace for collectibles
85% of eBay collectors agree that eBay makes collecting easier
80% of eBay collectors mentioned that eBay is the best way to access a national market
78% of eBay collectors state that eBay has helped them to find items that they couldn’t find before
72% of eBay collectors state that they now know more about their collection because of eBay
eBay has made collecting fun again
63% of eBay collectors mentioned that eBay makes collecting more fun
63% of eBay collectors agree that eBay makes collecting cool
57% of eBay collectors enjoy the fact that eBay takes their collection to places they would never have traveled
eBay has fostered strong communications among collectors
49% of eBay collectors are now more in touch with other collectors because of eBay
42% of eBay collectors agree that they feel like a part of a community of like-minded collectors
57% of eBay collectors enjoy the fact that eBay takes their collection to places they would never have traveled
eBay has increased collecting in America
44% of all eBay collectors state that collecting is more exciting to their generation than to their parents’
28% of all eBay collectors state that they now spend more time on collecting
27% of eBay collectors say they spend more money on collecting
24% of eBay collectors say they have started collecting more seriously
17% of eBay collectors say that they were losing interest in collecting before eBay restarted their interest
9% of eBay collectors started their first collection because of eBay
eBay vs. non-eBay Collectors
eBay collectors have more items in their major collection than non-eBay collectors (median of 66 vs. 48)
eBay collectors have more expensive collections (median value of major collection: $1483, vs. $436 for non-eBay collectors), and that value is increasing more rapidly
eBay collectors spend more money on their collections (eBay collectors spent a median of $195 on their collection last year, vs. $93 for non-eBay collectors)
eBay collectors are more actively building their collections
65% of eBay collectors acquire items at least once a month compared with 46% of non-eBay collectors
Just 6% of eBay collectors acquire items less than once a year or never, compared with 21% of non-eBay collectors
eBay collectors are also more active traders
12% of eBay collectors trade items at least 1x/month vs. 5% of non-eBay collectors
32% of eBay collectors sell/trade items in their collection vs. 16% of non-eBay collectors
For eBay collectors, the following reasons were more likely to be considered important than for non-eBay collectors:
Finding unique items (75% vs. 63%)
Passion for item (71% vs. 60%)
The thrill of a good bargain (69% vs. 52%)
The thrill of the hunt (53% vs. 41%)
eBay collectors are more likely to agree with the following statements:
You are constantly upgrading your collection (75% vs. 63% for non-eBay collectors)
You would like to accumulate the most valuable or unique items, rather than the largest number (61% vs. 53%)
You dedicate more and more space in your home to collecting (54% vs. 34%)
You consider collecting to be an investment (52% vs. 38%)
You feel like a part of a community of like-minded collectors (42% vs. 27%)
You collect items until you lose interest and then start a new collection (30% vs. 21%)
eBay collectors are more likely to be male (51% vs. 38% for non-eBay collectors)
eBay collectors represent a younger demographic, on average (37 years old vs. 42 years old for non-eBay)
eBay collectors are more likely to be employed full-time compared to non-eBay collectors (50% vs. 38%)
eBay collectors are more likely to have a higher income ($66,481 vs. $50,320)
Internet access and usage frequency is higher among eBay collectors than non-eBay collectors
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Resource:Professional Marketing for eBay
