Sponsored links influence online shoppers

The latest results from BIGresearch's Simultaneous Media Survey indicate that paid search may be more beneficial than etailers think. According to the survey about 90% of online shoppers are influenced to buy because of sponsored search links.

by Kristina Knight

Nine out of ten online shoppers surveyed said sponsored links found when searching for product information online either influenced or greatly influenced their purchasing decisions.

"Consumers who are influenced by sponsored links appear to be on a mission due to some event in their lives. As a result, they are self-directed when using media, which is why they prefer digital media options that allow them to get the information they want when they want it," said Gary Drenik, President of BIGresearch.

Now to learn what is pushing these consumers online for product information.

The SIMM survey found that about half of consumers were sent online by magazine ads or coupons while television pushed more than 47% of consumers to search for a product online. Clothing and apparel is the category most likely to be influenced by sponsored link with younger surfers (18-34 years of age) the most likely to be influenced by the links. Sponsored links are also likely to appeal to middle-income adults (earning around $50,000 per year).

White or Caucasian shoppers are most likely to click on a sponsored link (62%), followed by Hispanics (22%), African-Americans (19%) and Asians (3%).