"Before buying, I get informed over the Internet"

Internet advertising is still the most influential factor for consumers when deciding to purchase electronics.

Wednesday, January 5, 2011

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.



More on this topic

Internet Advertising Grows by 23%

May 2011

In the first quarter of the year spending on digital advertising reached $7.3 billion in the U.S.

The digitization of information on the Internet is making great strides, and an example of this is the exponential growth of scheduled advertising in digital media.

This latest comes from the analysis by Price Waterhouse Coopers and the Interactive Advertising Bureau (IAB) who released results of the income report

Digital Advertising Growing in Guatemala

December 2010

Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.

While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.

Print and Online Advertising: Trends Crossing

November 2010

A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.

Goodbye to The Loyal Reader

March 2010

Gone are the days in which people were loyal to a single news medium.

A survey by Princeton Survey Research International found that most people use a combination of multiple news sources every day, including TV, Internet, newspaper and radio.

In the United States, Internet is the third most popular news medium, after local and national television, ahead of newspaper and radio.

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