Study: Web Drives BTB Buying Decisions

Share this content:
Business decision makers are more influenced by advertising on the Web than on any other medium, according to a study released yesterday by washingtonpost.com, Nielsen//NetRatings' @plan and MORI Research.


The survey of 999 people at washingtonpost.com also showed that increased use of the Web by decision makers is leading directly to their decreased use of leading traditional media.


Decision makers were defined as someone who personally or directly influences the purchasing process for an array of products and services including computer hardware/software, legal services, ASPs/Internet access services, Web site hosting services and IT technology consulting services.


Sixty percent of decision makers said the Web is the best way for advertisers to reach them. Fewer than 40 percent recommended using television or radio. Nearly half said the Web influenced them to make a purchase or obtain a service for their businesses.


Seventeen percent use the Web at least five hours per weekday (excluding e-mail), and half of those who have increased their Web use in the past year said they have decreased television viewing as a result. Ninety percent of respondents said they use the Web to read general news.


Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here