The Knot and OTX Announce Groundbreaking Research and Classify New Consumer Group…Nesties: Settling Down & Gearing Up

Group Wields $283+ Billion of Spending Power Over Three Years
NEW YORK--(Business Wire)--
Leading lifestage media company The Knot Inc. (NASDAQ: KNOT), in partnership
with OTX, a global consumer research and consulting firm, unveils groundbreaking
research on a key consumer group, Nesties. These 25- to 32-year-old women,
distinguished from their counterparts, are settling down and gearing up for the
next 20 years of their life. Of particular interest to The Knot Inc., Nesties
define the core audience of the company`s suite of lifestage brands: the #1
wedding website TheKnot.com, newlywed brand TheNest.com, and first-time
parenting resource TheBump.com.

Previously unidentified and unstudied, Nesties are a psychographic subset of the
important 18- to 34-year-old female US population (63% total), who, at the
moment of becoming engaged, enter a three- to four-year period of planning a
wedding, feathering their nest, and getting pregnant.

Nesties` lifestyle can be summed up in one word: intense! Nesties undergo
constant change as they cross through two, if not three, of these life-changing
experiences: marriage, nesting, and first-time parenthood. In fact, more than
half have experienced at least two lifestages within two years. Ideals are
challenged and lifelong relationships are forged -- not only with people but
with the goods and services in their lives. And they exceed all other groups in
purchases: Across a broad array of categories, ranging from "big ticket" items,
like cars and electronics, down to the smaller everyday necessities, Nesties
outspend virtually all other female demographics, including their 18- to
34-year-old counterparts without partners.

The latest study by The Knot Inc. recruited more than 6,000 women who are active
community members of The Knot, The Nest, and The Bump, as well as women from
OTX`s industry-leading sample sourcing technology. The research captured
never-been-seen information on this group of consumers which includes feelings
and attitudes about life, love, relationships, day-to-day and social activities,
finances, category and brand purchase behavior, and media consumption.

"This groundbreaking study demonstrates that Nesties, more than any other group
their age, are in the market to spend as they settle into new homes and plan for
their first baby," said David Liu, CEO of The Knot Inc. "This is an exciting
opportunity for brand marketers because it is now possible to target consumers
who have highly predictable purchase behaviors and who will form new and lasting
relationships with the brands that meet their needs in these formative and
emotional years."

"We have created a rich, comprehensive database of demographic, attitudinal, and
behavioral information that defines Nesties in each of these three lifestages,"
said Shelly Zalis, Founder and CEO of OTX. "The learning shared here is only a
glimpse of the wealth of insights available. Going forward, this syndicated
study will engage a similarly wide, deep, and representative sample of Nesties
to provide even more invaluable perspectives on their lives not available
anywhere else."

Key Characteristics of a Nestie:

SHE`S IN CHARGE AND HAS A LONG LIST OF TO-DOS While most decisions are shared
and made jointly, compared to their male partners, Nesties are much more likely
to feel that they have primary responsibility in home decorating, cooking,
shopping, planning social activities, doing household chores, paying bills, and
caring for children, other family members, and pets.

SHE`S INDEPENDENT Nesties keep their independence: Only half would relocate for
their partner`s career and claim life isn`t really just about "us as a couple."
In fact, only one in ten feels that she has given up a lot to make her
relationship work.

SHE'S FINANCIALLY CONSCIOUS Finances are top-of-mind to Nesties, with less than
a quarter claiming they "only think about finances when they absolutely have
to." About seven in ten are cautious about spending money on non-essentials, and
more than half feel overwhelmed by financial burdens.

SHE`S PLANNING FOR FAMILY Approximately eight in ten in the baby group look or
had looked forward to being a mother, and 65% of those in the wedding and
nesting stages feel the same way.

SHE SEEKS EMOTIONAL SUPPORT Nesties are constantly online searching for
emotional support and advice or opinions about their purchases. They are
"first-timers" in unfamiliar territory and need understanding and support to
feel good about the decisions and choices they make.

SHE SEEKS CONVENIENCE Convenience, economic reasons, and engagement plans are
other important reasons Nesties have for wanting to move in with their partner.
Convenience even trumps going green -- while the environment is important, only
a little more than a third use energy-efficient light bulbs.

SHE`S FOCUSED ON HOME Nesties are focused on setting up their new home. The
biggest challenge is combining and agreeing on furniture, as well as having
their home represent them as a couple (45%). At the same time, a need for their
"own" space emerges. Home is a platform for warmth and entertainment, and the
living room emerges as their favorite room in the house, easily beating out the
bedroom. Additionally, around 30% of Nesties are interested in a variety of
home-related topics, such as making a home "greener," selecting appliances,
buying and improving the resale value of their home, making home repairs, as
well as installing security systems.

About the Nesties Lifestage Study

The study is designed to understand Nesties and how their lifestage defines them
as consumers. Nesties are a psychographic subset of US females between the ages
of 18 and 34 who, once becoming engaged, enter a three- to four-year period of
planning their wedding, setting up their household, and having a baby. The study
examines these unique circumstances which motivate active spending at a time
when lifelong relationships are forged with brands, goods, and services. The
research was conducted in the US in February 2009 among more than 6,000 18- to
54-year-old women (primarily 18 to 34 years old).

For more information on how to purchase all or specific parts of this study,
please contact Julanne Schiffer at OTX (jschiffer@otxresearch.com).

For more statistics, or to speak with an editor or with Nesties in your area,
please contact The Knot Press Office at pr@theknot.com. High-resolution photos
and visuals can be provided electronically or through the mail.

About The Knot Inc.

The Knot Inc. (NASDAQ: KNOT, www.theknot.com) is a leading lifestage media
company. The Company's flagship brand, The Knot, is the nation's leading wedding
resource, reaching well over one million engaged couples each year through the
#1 wedding website TheKnot.com, The Knot wedding magazines, The Knot books
(published by Random House and Chronicle), and several television series bearing
The Knot name (on Style Network, Oxygen, and Comcast). The Nest focuses on the
newlywed-to-pregnancy lifestage with the popular lifestyle website TheNest.com,
a home decor book series with Clarkson Potter, The Nest magazine, and baby
offshoot The Bump. Also under The Knot Inc. umbrella are e-commerce and service
sites for weddings (WeddingChannel.com, ShopforWeddings.com, WedORama.com,
GiftRegistryLocator.com); party-planning site PartySpot.com; teen-oriented
PromSpot.com; online personals site GreatBoyfriends.com; and local baby services
and community site LilaGuide.com. The Knot Inc. is based in New York and has
several other offices across the country.

About OTX

OTX (www.otxresearch.com) is a global consumer research and consulting firm
specializing in innovative, cutting edge research products and analysis for the
marketing, entertainment and advertising communities. OTX`s range of approaches,
products and services leverage technological expertise with extensive
traditional marketing and advertising research experience to uncover deeper and
more profound consumer insights. This unique suite of state-of-the-art products
and services reach and engage today`s digitally-driven global consumer more
effectively, and yield more relevant and honest data. In just eight years OTX
has become the 20th largest research agency in the U.S. (24th largest globally)
with offices in London, Los Angeles, New York, Cincinnati, Miami, and Chicago
with strategic partners in Germany, Russia, Japan, Australia, and Mexico. OTX is
on Facebook (http://www.facebook.com/pages/OTX/19278977855) and Twitter
(http://twitter.com/otxresearch).

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5988188&lang=en

Media:
The Knot
Melissa Bauer, 212-219-8555 x1020
mbauer@theknot.com
or
OTX
Tom Harbeck, 212-524-8231
tharbeck@otxresearch.com

Copyright Business Wire 2009