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How Search Influences Email

Editor's note: BIGresearch studies SIMM, or Simultaneous Media Consumption: how consumers using multiple media at the same time (for example, watching TV while online) has an impact on marketing effectiveness and the ROI of media buys. We're very pleased to welcome BIGresearch as a weekly contributor to iMediaConnection.


The charts that follow track the influence of email advertising on purchase decisions according to a consumer's search engine preference.


For all retail categories, Yahoo! users are more likely to be influenced by email advertising than users of Google or MSN. They are also more likely to be influenced by email advertising than are members of the sample as a whole. On the other hand, for all categories or products, Google users are more likely to be influenced by email advertising than the group as a whole. Google users are also more likely than MSN users to be influenced by electronics, automobile and pharmaceutical email advertising. However, MSN users are more likely than Google users to be influenced by emails advertising home improvement, groceries and apparel.







































































Influence of Email Advertising on Purchase Decisions by Search Engine Preference
  Google Yahoo! MSN AOL Ask Jeeves All
Electronics 19.5% 20.7% 13.8% 19.9% 17.7% 16.7%
Apparel/Clothing 13.7% 15.3% 14.3% 16.5% 21.4% 12.7%
Grocery (Food/Cleaning/Beauty) 9.3% 11.0% 11.0% 10.5% 12.9% 8.7%
Home Improvement 7.3% 8.5% 8.1% 7.3% 4.3% 6.8%
Automobiles 5.7% 6.7% 5.1% 5.0% 6.2% 5.0%
Pharmaceutical 4.5% 5.7% 3.6% 4.0% 6.8% 4.2%
Travel 17.1% 18.5% 16.9% 20.4% 11.8% 15.1%
*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.


Joe Pilotta is Vice President of BIGresearch, and a Professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. Senior Fellow, Midwestern Universities Consortium for International Activities (Bitten) and Co-Founder of the Center for Globalization, Guatemala.


BIGresearch is a consumer intelligence company which creates a syndicated product from the consumers’ point-of-view; their experiences, needs, wants, and difficulties in the consumer arena. Our monthly survey allows over 8,000 consumers to speak to the National Retail Federation, Retail Marketing Association and the President’s Council of Economic Advisors. Our survey has been featured in numerous publications such as the New York Times, Wall Street Journal, USA Today, myriads of local and international newspapers, online, as well as personally featured on CNBC.

Joe Pilotta was Vice President of BIGresearch, and a former professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. Senior...

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