Web is key to UK's purchase decisions
Posted 30 May 2007 at 10:31AM by Simon Dickson in Doing business online
A new survey confirms what we probably all suspected: even if they don't make their purchase online, the internet has become the key element in consumers' purchase decision process.
DoubleClick - recently purchased by Google - found that 23% of UK consumers first found out about recent major purchases on the web, and 35% went online for further information before making the purchase. This makes us much more web-savvy than the French and Germans, who quoted 'word of mouth' and salespeople as their most likely sources of pre-purchase information.
The study found a surprisingly high regard for advertising, with 46% of UK consumers saying it provided useful information, and 51% saying they were 'grateful' for advertising sponsorship of information and entertainment. Nearly two-thirds of us said we pay more attention to relevant adverts when we're planning to buy a particular product.
Email newsletters were the online advertising medium most likely to elicit a response; but interestingly for web advertisers, over 20% of us notice web adverts, and visit the connected site, without actually clicking on the advert. Perhaps your pay-per-click statistics aren't telling the full story?
DoubleClick's report, including data from France, Germany and the US, can be downloaded free as a PDF.
Tags: advertising, doubleclick, pay-per-click
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