Microsoft Advertising in collaboration with Carat presented the results of an investigation into what are the most influential factors behind consumer purchase decisions.
The study, entitled "New Shopper Journeys", reveals that despite the growing importance of being in the media, which means social networks and the recommendations from person to person, paid online advertising remains the dominant factor for consumers when it comes to purchasing decisions in the field of home electronics.
The study also emphasizes the importance of research in the context of spending decisions of consumers, especially in home electronics. More than two thirds (68%) of consumers who had bought a home electronic product - a television or mobile phone, for example - in the last six months, extensively researched the Internet before making a final purchase decision.
Internet usage in Latin America is rising steeply and consumer purchasing patterns are being ever more influenced by the web.
In an article on Altonivel.com.mx, Google's general manager for Latin America, Alexandre Hohagen, comments that, "it is true that e-commerce in the region has somewhat lagged behind in comparison with more developed countries but the gap is closing and today there is evidence of a multi-channel purchasing dynamic when acquiring products or services".