Researching online leads to brand loyalty: Performics

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Most Internet users conduct research online before making purchases and the majority of consumers feel they become more brand sensitive after conducting online research, according to a study done by New York-based Performics, a division of DoubleClick.

The survey reveals that the 90 percent of consumers are likely to "always" or "sometimes" purchase the exact brand that they discover or research online.

Opinion Research Corp., Princeton, NJ, conducted this survey via telephone with more than 1,000 adults in late October.

Key survey findings include:

  • 58 percent of adults plan to conduct research online during this year's holiday season and 43 percent plan to make both online and offline purchases based on that research.
  • Men are more likely to research online before buying a product, with 33 percent of men saying they conduct research online always or most of the time, while 22 percent of women will conduct research online always or most of the time.
  • About three out of four consumers or 77 percent who conduct online research to make purchasing decisions end up making a purchase when they decide to go to the brick-and- mortar store.
  •  When at the brick-and-mortar store, 52 percent of those consumers are likely to purchase the item they researched, while another 18 percent are likely to purchase the item and additional items.
  • 27 percent of adults list convenience as the primary reason for online shopping, followed closely by product availability at 22 percent and price at 16 percent.
  • Product availability is the top reason why 34 percent of the 18 to year olds purchase online.
  • Convenience is the top reason for purchasing online for 44 percent who were identified as household incomes of $75,000 or more.

DoubleClick has global headquarters in New York and maintains 21 offices around the world to serve its more than 1,500 clients.

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