2004 Nielsen Collectibles Survey
Overview of methodology & objectives:
- 3260 respondents were surveyed via RDD
- Survey conducted in January 2004
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.
- 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.
- 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).
- 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.
Motivations for Collecting:
Top drivers for collecting include: locate unique things, passion for the item and 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.
- 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).
- 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.
- 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.
- 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.
- 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.
