Tracking just how much U.S. consumers have taken to the Internet and how their behavior patterns continue to evolve with regard to Net use with mobile, wireless devices has become important business for many. For retailers the information is of particular importance as this behavior continues to effect how they shop and where they get much of their product information. A new study recently conducted by Deloitte & Touche titled State of Media Democracy revealed some interesting findings, perhaps chief among them is the fact that 65 percent claimed online advertising has an impact on their purchasing decisions. Also of note was the fact that 67 percent said they would be willing to be exposed to more online ads in return for free content that’s valuable.
With regard to specific types online advertising, those polled said search ads were the most effective (78 percent), followed by interactive ads (62 percent), banner ads (60 percent), pre-rolls (31 percent) and post-rolls (19 percent).
Other findings in the study included: 38 percent of consumers now watch TV shows online, compared with 23 percent eight months ago; 54 percent use social-networking sites, chat rooms or message boards and 45 percent said they have a profile on a social-networking site; and 65 percent said, despite the fact they are getting used to online advertising, they still consider any type of Internet ad more intrusive than newspaper and magazine ads.
The Wireless Customer Emerges
A study first released at CES 2008 conducted by Compete, Inc., a web analytics company, reveals the continued emergence of the wireless consumer today and their continued increasing comfort level with the technology. The in-depth study analyzes consumers’ demand for market openness around wireless devices and consumer electronics. The study essentially examines consumers’ current awareness of open access developments and predicts how upcoming industry shifts will affect their shopping and buying behavior.
“With the iPhone launch in 2007, we saw the wireless industry make an initial move away from its legacy of carrier controlled devices and services,” said Adam Guy, Compete’s general manager of telecommunications and media. “With carriers beginning to embrace open access, they will be able to focus on marketing their products and services to the masses while outsourcing niche device and content development to third parties.”
The data in the report is drawn from the browsing and shopping behavior of a panel of millions of consumers. Compete’s research also analyzes responses from a targeted survey of recent online shoppers of mobile phones and portable consumer electronics (CE) devices.
Among the findings: Mass market wireless shoppers don’t want more devices, services or applications: 59 percent of respondents feel their wireless carrier has sufficient selection;
Wireless shoppers are not aware of available services; Of the consumers that want more features and services, the majority requested applications such as GPS and Internet connectivity, which are already available; CE device shoppers are ready for connectivity as more than 50 percent of laptop and GPS shoppers are very interested in devices that enable wide area connectivity.