Internet helps pre-purchase deliberations

May 11, 2006

The Internet helps U.S. customers make choices when buying products, according to a joint study by Yahoo! and research group OMD.

Entitled "Long and Winding Road: The Route to the Cash Register," the report surveys how cultural shifts brought about by the proliferation of technology have radically altered the way consumers make purchasing decisions.

The study found that the Internet, along with related technologies like camera phones and text messaging, have given consumers a new kind of "social empowerment" as they gather information before they shop. More than two-thirds of shoppers across several product categories still make the bulk of their purchases at physical retail locations -- yet nearly two-thirds use a combination of online and offline sources to gather information before they buy.

"The Internet is far more than just another point of purchase; its biggest impact lies within the awareness and consideration process," said Wenda Harris Millard, Yahoo!'s chief sales officer. "The widespread adoption of social technologies gives marketers an even greater opportunity to continuously engage consumers and make connections across traditional and new media advertising, helping to build brand mindshare and increase offline sales."

Copyright 2006 by United Press International

Explore further: Pinterest buys startup with image organizing skills

add to favorites email to friend print save as pdf

Related Stories

New study finds Internet not responsible for dying newspapers

Jun 11, 2014

We all know that the Internet has killed the traditional newspaper trade, right? After all, until the general population started interacting with the web in the mid-90s, the newspaper business was thriving—offering readers ...

US seeks light on shadowy online data collection

May 27, 2014

US regulators called Tuesday for more transparency from data brokers, citing potential for abuse in a rapidly growing industry that buys and sells information on people's Internet and offline activities.

Recommended for you

Teens love vacation selfies; adults, not so much

8 hours ago

(AP)—Jacquie Whitt's trip to the Galapagos with a group of teenagers was memorable not just for the scenery and wildlife, but also for the way the kids preserved their memories. It was, said Whitt, a "selfie ...

US spy agency patents car seat for kids

11 hours ago

Electronic eavesdropping is the National Security Agency's forte, but it seems it also has a special interest in children's car seats, Foreign Policy magazine reported Wednesday.

Country Web domains can't be seized: regulator

13 hours ago

The Internet's regulatory authority said Wednesday that country-specific Web domains cannot be seized in court proceedings, as it sought to quash an effort to recover assets in terrorism-related lawsuits.

User comments : 0