The Laptop Sales, Pricing, and Buyer Profile Report 2006 is a thorough presentation of eBay activity for laptops in 2006. The report provides an in-depth analysis and extensive tabular and graphic data on laptop sales generated through eBay from sellers based in the United States, but with customers worldwide. The report provides complete details on every laptop transaction in 2006, reporting unit volume and revenue by:

• Month
• Condition (new vs used)
• Demographics (age, sex) of the seller
• Demographics (age, sex) of the buyer
• Geographic location of sale (in the U.S. by state, and internationally by country)
• Brand
• Product line
• Processor type
• Hard drive capacity
• Screen size
• Operating system
• Primary drive

Each section reports data on the average selling price based on the features and brands of the laptops, providing a unique insight into the fluctuating value of the various products and features from a virtually perfect open market focus group of hundreds of thousands of actual buyers and sellers.

The extensive data are presented in easy-to-read and practical charts, tables, and graphs with more than 400 exhibits. In addition to the data, the report looks in-depth at the factors behind the data. What was going on in the laptop industry in general? How does that relate to eBay activity? What does this mean for laptop marketers?

No other market research instrument can report on such an extensive set of data from actual transactions, segmented by so many demographic and product features.

The information in this report can provide research professionals and product managers, and strategic planners in the laptop industry with solid data to:

• Benchmark brand performance.
• Evaluate brand and product line promotional effectiveness.
• Profile the exact demographics (age, sex, location) of buyers by brand or feature.
• Identify and quantify seasonality trends
• Direct product development based on specific feature demands

About DataUnison, Packaged Facts, and the eBay Data
eBay has become a market research goldmine. With 2.2 billion transactions per year, 220 million users and 50 thousand product categories, eBay is the world’s largest marketplace; its user community would constitute the world’s 5th largest nation.

No longer can marketers and manufacturers afford to ignore the impact the eBay sales have on the traditional retail marketplace. And eBay is not only a sales venue, it’s an exclusive window into the mindset of the consumer. Some have called the eBay marketplace the world’s largest focus group, because the buying, selling and timeframes in which this happens reflects, better than almost all other indices, the factors that motivate someone to buy a product—price, features, brand, time of the year, etc. eBay sales data are statistically significant and representative, making it useful in determining industry specific trends.

The data in Laptop Sales, Pricing, and Buyer Profile Report 2006 are derived from eBay transaction data. DataUnison is the authorized reseller of eBay data.

The data in this report is specific to sales through the eBay.com platform, which comprises sellers with U.S. addresses. The purchasers can reside anywhere in the world, but the seller must have a U.S. address. Therefore, the report offers sales in U.S. dollars of laptops within the United States, as well as for sales of laptops to purchasers in countries worldwide, from sellers with U.S. addresses, expressed in U.S. dollars.

DataUnison receives eBay data from the eBay's Market Data Program, aggregates and cleans it, then processes it in a custom reporting engine.

The data processing process consists of the following steps:

1. The item specific set (item catalog data) that applies to the report is identified.
2. Completed transactions within the date range with the matching item specific set are identified.
3. Item specifics are attached to each transaction
4. Seller-entered item descriptions are parsed and regularized based on common abbreviations, alternate spellings, etc.
5. Item specifics, item description, and eBay category title are compared. Some heuristics are applied to ensure the item is correctly identified, and errors are corrected
6. Wholesale lots are excluded.
7. Item prices that lie outside a reasonable range, approximately 4 standard deviations, are excluded.
8. Items with identical catalog data are aggregated.
9. Cleaned and aggregated data is pushed through the standard template in the reporting engine, generating PDF, Excel, and other formats.

The entire process is automated and once configured can run unattended. Periodically the catalog data and item descriptions processing is reviewed and new situations are identified and incorporated in the process.

The data are then analyzed and put into context by a Packaged Facts analyst to create a written analysis summary of the data you find at the beginning of this report.

On-Demand Data
The 20 terabytes of data we draw our results from is a whole new level of market research. Executives, for the first time, can view the entire industry to a granular level by extracting the extrapolating the activity on eBay to the whole industry.

Packaged Facts presents you whole new levels of interaction with the research in this report. In addition to the report,, there is a fee-based “Beyond the Report” section that also ties into real-time systems that decision makers can receive updates, slides, referenced data files and our new real-time querying and reporting systems on actual eBay data.

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