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.
- Survey finds email pressure for retailers
- Report: Email, mobile key to retail success
- Expert: Data key for financial campaigns
- "Fat" ads slowing down publishers' websites
- IoT making impact on business but barriers remain
- CPG brands spending more on digital ads than traditional
- Mobile video content more effective on publishers' website than social
- Email open rate in UK higher on tablets than US
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...