Riding the internet: going online, going social or going video – it doesn’t matter for your users. All is valubale and can make them more and more aware of you online presence. In its latest study, the Online Publishers Association found:
- Of consumers who made a purchase in the last month, 48 percent said the Internet drove initial awareness, 57 percent said they learned more using the Internet, 55 percent used the Internet to decide where to buy, and 56 percent made the final purchase decision using the Internet.
- Word of mouth, which also has strong Web components, was second in importance—however, the Internet outpaced all others by at least 50 percent.
- While humorous online videos may appear to be omnipresent, the leading video content category is news/current events (14 percent watch daily). Weather ranks second (11 percent watch daily), followed by jokes /funny clips (9 percent watch daily).
- Of the 80 percent of viewers who have watched a video ad online, 52 percent have taken some sort of action, whether it’s checking out a Web site (31 percent), searching for more information (22 percent), going into a store (15 percent) or actually making a purchase (12 percent).