Study: Web Affects Purchases Less Than Other Media

By: E&P Staff Web-based media have a varying but generally smaller influence on the purchase of products than traditional media like newspaper ads and TV, according to a new study by BIGresearch.

The company interviewed 14,000 consumers about what kinds of advertising influences their purchasing decisions.

Word of mouth was the biggest influencer for electronics, apparel, and home-improvement purchases. Coupons and news inserts were the biggest influencers for grocery decisions.

Of the U.S. consumers surveyed, 16.7% said e-mail has an influence on their electronics purchases, 12.7% said email influences their apparel purchases, 8.7% for grocery, and 6.8% for home improvement. Additionally, 19% said the Internet influenced their electronics purchases, 1.4% said it influenced their apparel purchases, 8.9% for grocery purchases, and 7.9% for home-improvement purchases.


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