When It Comes To Shopping, Offline Action Drives Searchers Online
The poll found that 47.2% of shoppers are most likely to start an online search after viewing a magazine ad, while 43.7% said reading an article was most likely to send them surfing. TV ads (42.8%) came next, followed by newspaper ads (42.3%).
There were also gender differences. Women were more likely than men to be motivated by both coupons (41.8% versus 29.0%) and in-store promotions (29.0% versus 24.5%). And word of mouth inspired more of men's searches: 36.1% of men's searches were inspired by a face-to-face conversation, compared to 29.5% of women.
The poll, which included more than 15,200 shoppers, also turned up some insights about the way consumers share what they have learned online with others. "After searching, online consumers said they are most likely to communicate with others about their search through face-to-face discussion (68.9%)--although e-mail (53.1%), telephone (50.9%), and cell phone (30%) communication were also popular choices," RAMA says. Young adults (18-24) also say they send IMs about what they've learned (37.5%), text message (23.7%), and use outlets like online communities like MySpace and Facebook (20.6%).
While traditional media may spark searches, the poll also affirms that online communication is huge for retailers. According to the survey, 92.5 percent of adults "regularly or occasionally" go online before making a purchase. Electronics continue to be the most researched category (50.8%) followed by apparel (31.9%), and appliances (27.0%).
"When it comes to advertising, retailers always need to be careful not to put all of their eggs in one basket," RAMA says in a release. "While search engine marketing continues to be a popular strategy, retailers should not lose sight of traditional advertising channels to promote products and services."
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "When It Comes To Shopping, Offline Action Drives Searchers Online "
Leave a Comment