News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
User View: 97% of consumers research products online
Forget about direct mail or those :30 branded infomercials airing during daytime television. Consumers have changed how they research products: they are going online. According to new research from BIA/Kelsey Group 97% of consumers are now researching products and future purchases online.
"The Internet has indeed become an integral part of consumers' local commercial activity," said Steve Marshall, director of research, BIA/Kelsey. "The data suggest we're at an inflection point where the balance of power in local shopping is shifting to online."
The User View Wave VII report found that 90% of consumers are utilizing search engines, 48% use online yellow pages and 42% are using comparison shopping engines to research purchases. Nearly 25% are using vertical websites. But the biggest change is that consumers no longer rely on only one resource for information. On average consumers are looking at 7.9 different sources for product information.
Because of this new fragmentation marketers must be even more aware of where they are advertising, what information is being consumed and how consumers are engaging - and disengaging - with the message and products.
Fragmentation does have its benefits, though. The study also found that more than 55% of consumers have used an online coupon to make a purchase in the past year and nearly 20% have schedule an appointment online. Appointment calendars and couponing hubs, then, are two areas where marketers can still connect with consumers on a deeper level.
In a coordinating study, the Online Retail Payments Forecast found that 63% of consumers are 'comfortable' shopping online with credit cards; only 22% of consumers report never making online purchases. Online shoppers are also using online payment options such as Paypal or Google Checkout and store-brand credit cards to buy online.
Consumers' increasing sense of ease with online shopping is a good sign for brands, because as consumers turn to the Internet to research products marketers can offer them safe places to buy once they've finalized a decision.
- What to expect on the video front in 2014
- How to create a solid A/B testing strategy
- Reports: Brands need strategy for mobile success
- Tapjoy reveals mobile habits of traveling consumers
- Product reviews on Facebook more trusted, influential than on other social media
- Mobile privacy and brand safety remain top challenges for UK media agencies
- Dispop proves the value of custom display ad creative
- Top 5 elements brands should test
Featured White Papers
- How-to Guide to Online Customer Community Technologies
This Gleansight benchmark report explores what community experiences offer the greatest value to businesses. It looks at what technologies, processes...
- 5 Tips for B2B Marketing Data Domination
You work hard to collect your marketing data. But you can collect so much that sometimes it's hard to make...
- 6 Step Roadmap to Engaging Customers With Social Media
For a growing number of consumers, social media is the preferred means of gathering product information and interacting with companies....
- The Making of a YouTube Blockbuster: 10 YouTube Blockbusters
You want to create the next viral video. Sure, who doesn't? But you knowing that videos "go viral" organically, not...
- 5 Questions About Managing Social Media that You Should Ask Your Agency
This white paper provides you with 5 questions you should ask agencies to help you separate the real candidates from...
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...