Is Web advertising the best way to reach decision makers? A new study says yes.
A study of 999 washingtonpost.com users found that business decision makers are more heavily influenced by Web
advertising than any other medium. Their use of the Web also has led to a decline in the use of other media, the study said.
Other findings of the survey, done by washingtonpost.com, Nielsen//Net
Ratings @ plan and MORI Research:
60% of business decision makers said the Web is the best way for advertisers to reach them. Less than 40% recommended using TV or radio. Nearly 80% said the Web
is where they prefer to find out about new products and companies. Nearly half said the Web has influenced them to make a purchase or obtain a service for their business. 17% use the Web at
least five hours every weekday, not counting email. 50% have increased Web use in the past year and decreased TV viewing. 90% say they use the Web to read general news. “The findings show
that the Web, and particularly online news, has established itself as a powerful medium for reaching and influencing business decision makers. Not only are business decision makers spending more time
on the Internet when compared to other media, more than 60% recommended online advertising as a key marketing vehicle to reach them,” says Carolyn Clark, Internet media analyst at Nielsen//Net
Ratings.