• by September 9, 2002

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.