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Tag: decisions

  • Net has a greater influence on purchase decisions than magazines, TV among broadband users

    MUMBAI: 50 per cent of broadband users in the US say that a recent purchase was influenced by the Internet, 36 per cent were influenced by shopping sites and 15 per cent by search engines.

    This was more than TV commercials (11 per cent) and magazine advertisements (6 per cent), showing the growing impact of online sources on purchasing decisions, as revealed in Netpop Shop, a recent study by Media-Screen, a market research firm that focuses on online consumer trends.

     
    Media-Screen director of research Cate Riegner says, “Online sources are eclipsing traditional media and advertising channels, like radio and television. Retailers need to recognize this trend and adjust their marketing and advertising strategies accordingly. Netpop explores how the new media landscape is shifting shopping habits in order to provide marketers with the data they need to reach modern consumers effectively.”

     
    Netpop | Shop, a report designed for retailers, advertisers and marketers that looks at the shopping habits of broadband users, also examines five distinct product categories: Pricey Tech-Electronics; No Touch Services; Media Mesh; High Touch Retail; and Household Staples.

    Findings reveal the Internet’s significant role in the purchase of many types of items, beyond established e-commerce categories like technology, travel and financial services. In fact, 58 per cent of clothing items and 59 per cent of home and garden items were influenced by an online source.

  • DoubleClick aurvey shows diminishing impact of TV in purchase decisions

    MUMBAI: DoubleClick which provides marketing tools for advertisers, direct marketers and web publishers has announced the results of its second annual Touchpoints Survey at the company’s Insight 2004 Annual Conference.

    The survey examined the different channels used in the US to reach consumers and analysed their influence, across categories, at different stages of the purchase process.

     

     
    Overall, the study concluded that broadcast media leads in creating awareness for only half of the categories surveyed. Meanwhile online marketing and websites are having a dramatic impact on the further learning and purchase decision phases of the purchase process.

    DoubleClick senior VP, GM online advertising Doug Knopper was quoted in an official release saying,”The Touchpoints survey results show that different product categories require tailored marketing tactics. However it is becoming clearer that very few product categories are immune to online sales. While TV still impacts awareness, the influence of interactive marketing — including advertising, search, and email — is chipping away that share. For example, for the first time we see Internet ads driving awareness in categories such as personal finance. In addition, online continues to have a profound impact on the further learn and purchase decision phases across most categories.”

    As part of the survey, DoubleClick had asked consumers about their purchases within the last six months in ten categories including auto, electronics, food. The survey examined the sequence of how consumers first learn about products in these categories, how they further learn about them and which factor most influenced their purchase decision.

    Television was able to dominate only half of the 10 categories as the media with the most influence on the first learn or awareness phase of the purchase process. The influence of television declined significantly in the past year in categories like movies, automotive and electronics. This year’s survey asked respondents to rank the influence of various factors on the purchase process to develop a picture of relative impact. All answers were ranked on a scale of 1 to 7, with 7 being highest. Again, online showed enormous influence across many categories.

    TV is still able to outrank the online medium in the movie category. This is still largely driven by TV ads, ranking at 5.0. However online movie reviews have a similar impact to newspaper ads. They each rank 2.7.