Online research plays critical role in consumers’ offline purchases, according to a study by Yahoo and OMD. Research helps consumers in decision making.


Online research plays critical role in consumers’ offline purchases, according to a study by Yahoo and OMD. Research helps consumers in decision making.

According to the study, a large number of consumers look online for information as a core part of the purchase decision process for products of all kinds.

Learnings from the study report:

– The Role of Online Research

– Consumers Travel Four Distinct Paths

– From Purchase “Funnel” to “Tumbler”

– Social Shopping and Sharing Information

Wenda Harris Millard, Yahoo’s chief sales officer, said: “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”. [source]

Mike Hess, Global Director of Communications Insights and Research, OMD, said: “One conclusion that might be drawn from the study is that consumers have access to so much information that it often broadens, rather than narrows, their choices by the time they get to the store to make a purchase”. [source]

To read the complete report, click here.

 

 

 

 

 

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