More than 50% of the world's leading FMCG (fast-moving consumer goods) companies now have an online presence on the Web, says a new report from U.K.-based market analyst Datamonitor, "FMCG on the Internet: From Branding to Sales."
Industry executives interviewed for the report believed that 80% to 90% of online sales would derive from the consumer household audience. In the spirits sector, respondents predicted that Web sites would generate between 5% and 10% of total sales.
Most executives believed that traditional advertising would still be the most important method of attracting traffic to Web sites in 2001. But some 30% claim that online advertising will itself be sufficient by that time.
Copyright January 1997, Crain Communications Inc.