A new study conducted by Ifop, a French research firm, sought to determine exactly how much of an influence different types of media have in shaping customers’ purchasing decisions. The Internet came first for fourteen of the nineteen product categories examined ahead of television, print and radio.
Most significantly, that study revealed that 87% of participants indicated that their interest in and knowledge of a brand was enhanced as a result of information they found online and 82% indicated that they became more selective about their purchases as a result of information they gathered online. The Nurun-Ifop study goes one step further however in that they correlate the information derived from various media sources to actual purchasing decisions.
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