RSS feed Get our RSS feed

News by Topic

BizReport : Ecommerce archives : November 04, 2013

Survey: Online for research, stores for buying

Exactly how are your ads faring in the online space? In some cases better than advertisers may believe. But, the big takeaway from new data out from ChoiceStream is how consumers are engaging with retailers, products and ads online and offline.

by Kristina Knight

ChoiceStream researchers polled more than 1,000 US shoppers and found that customers are engaging with ads - they just aren't clicking on them. According to the report more than half (56%) of respondents say ads have prompted them to conduct an online search or browse direct to a site for more information rather than clicking on the ad seen. More than two-thirds (67%) say they browsed for that product a day or so after seeing the ad.

"Through better understanding the importance of collecting many different data points and analyzing them thoroughly marketers have a better chance at success," said Eric Bosco, CEO, ChoiceStream. "The reality of big data means companies need a disciplined quantitative approach to marketing."

Other interesting findings from the report include:
• 66% are researching products before going to stores
• 64% say they buy in-store, rather than online, so that they can have the product immediately
• Most people prefer PCs for shopping/searching
• 39% say they use tablets for reading and 30% say they use smartphones for social networking
• 86% don't like native ads, saying the formats make them feel they are being tricked

Image via Shutterstock

Tags: ChoiceStream, ecommerce, ecommerce trends, shopper trends

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.