Life Impacts Online Behaviors

Think all you have to do to increase conversions is to have a behaviorally targeted online campaign? Think again. According to new research from BIGresearch, marketers also need to know what is happening with consumers.

by Kristina Knight

The study Life Events Impact Purchase Behaviors indicates that for consumers over the age of 18, life situations are more influential in purchasing patterns. Life events – from having a baby to retiring – are more likely to determine what consumers will buy and what they will pass by.

The Simultaneous Media Survey (SIMM VIII) surveyed 15,000 adults. Joe Pilotta, vice president of Research for BIGresearch said in a statement, "Life events are transitions which lead to reconfiguring one's environment. Transitions heighten the level of media consumption and disposition to buy for the purpose of stabilizing the change. Now we can look at the life changes and media synergies which influence their disposition to buy within specific categories during their most receptive time.”

The survey also found that across all areas of purchasing – from computers to vacations – media can help influence buys. For example, a married couple will likely turn to broadcast media or internet advertising for vehicle purchases, word of mouth (viral campaigns) or articles for home improvements. Internet and broadcast media also influence electronics purchases.