BIGresearch's Joe Pilotta lets us know that consumers' preferred search engines tells us a lot about how influenced they are by advertising.
Editor's note: This piece follows up on BIGresearch's first iMedia column.
The charts that follow track the influence of internet advertising on purchase decisions by search engine preference. Both Google and Yahoo! users are more likely to be influenced by internet advertising than the group as a whole. Google users are more likely than are MSN and Yahoo! users to be influenced by internet advertising for electronics and travel. Yahoo! users are more likely than are Google and MSN users to be influenced by internet advertising for pharmaceuticals, home improvement, groceries and apparel. MSN users also report being influenced more greatly by internet advertising for travel, home improvement, groceries and apparel than is the average respondent.
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Influence of Internet Advertising on Purchase
Decisions by Search Engine Preference |
|
Google |
Yahoo! |
MSN |
AOL |
Ask Jeeves |
All |
| Electronics |
23.8% |
21.7% |
19.0% |
21.0% |
15.8% |
19.0% |
| Apparel/Clothing |
13.0% |
14.6% |
12.9% |
12.5% |
9.7% |
11.4% |
| Grocery (Food/Cleaning/Beauty) |
6.9% |
11.2% |
10.1% |
12.2% |
7.4% |
8.9% |
| Home Improvement |
8.5% |
10.% |
9.8% |
9.4% |
5.5% |
7.9% |
| Automobiles |
10.4% |
10.5% |
7.3% |
7.7% |
3.8% |
8.1% |
| Pharmaceutical |
5.8% |
6.3% |
4.6% |
4.7% |
4.6% |
4.9% |
| Travel |
17.9% |
16.9% |
16.9% |
16.5% |
15.4% |
14.5% |
| *The sum of the % totals may be greater than 100% because the respondents can select more than one answer. |
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| Source: BIGresearch, SIMM V, Dec '04, N=14,039 |
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.