Online Content Changing Buying Methods

Share this article:
Seventy-six percent of online shoppers said they have purchased a brand different from one they planned to purchased because of information they viewed at a manufacturer's Web site, according to Cyber Dialogue Inc. research released exclusively to iMarketing News.


This is a key finding for companies that have been working to build their online content, said Qaalfa Dibeehi, senior analyst at Cyber Dialogue. The information presented to a consumer on a site could mean the difference between consumers buying one manufacturer's product or their competitors.


"If you were making a decision between Honda and Toyota [it could come down to] which has the better site," he said.


Shopping sites also have influenced 77 percent of online shoppers to purchase a different brand, according to the findings.


"Comparison shopping sites present information you weren't necessarily looking for when you started," said Dibeehi. Buyer-opinion sites also influenced the buying decision of 63 percent of the respondents, and 28 percent said banner ads played a role.


From a branding standpoint, what a company does on the Web may have a huge impact as more than 40 percent of online shoppers said their impression of a brand changed as a result of the information they found online.


"What we're seeing is [content is making a difference] in branding," he said. "This is a huge opportunity for manufacturers."


The automotive industry has benefited the most from its extension into the online space. Almost half (41 percent) of the online shoppers said a car company's Web site has changed their impression of specific automotive brand. Nearly one-third of those shoppers (24 percent) reported that the online information led to a purchase of a brand of automobile they might not have otherwise made.


The airlines also stand a lot to gain from having a strong Web presence as 29 percent of respondents said online information changed their opinion of a carrier. Fourteen percent said the information led them to purchase a different brand.


Twenty eight percent of respondents said online information altered their impression of insurance companies and 14 percent made a purchase of brand other than their normal provider.


The findings are part of Cyber Dialogue's 1999 American Internet User Survey of 2,000 consumers.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.