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: UN moves to strengthen digital privacy (Update)

add to favorites email to friend print save as pdf

Related Stories

Casting light on the Internet's shadows (and shadowing)

Nov 06, 2014

The specter of a faceless system collecting data from Web users and compiling personal profiles has raised alarms among privacy advocates worldwide. Arvind Narayanan, an assistant professor of computer science at Princeton ...

Recommended for you

UN moves to strengthen digital privacy (Update)

Nov 25, 2014

The United Nations on Tuesday adopted a resolution on protecting digital privacy that for the first time urged governments to offer redress to citizens targeted by mass surveillance.

Spotify turns up volume as losses fall

Nov 25, 2014

The world's biggest music streaming service, Spotify, announced Tuesday its revenue grew by 74 percent in 2013 while net losses shrank by one third, in a year of spectacular expansion.

Virtual money and user's identity

Nov 25, 2014

Bitcoin is the new money: minted and exchanged on the Internet. Faster and cheaper than a bank, the service is attracting attention from all over the world. But a big question remains: are the transactions ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.