The internet actually impacts more spending offline than online, according to a survey from The Dieringer Research Group.
The
American Interactive Consumer Survey found that in the previous twelve months, consumers spent a total of $93.1 billion on direct online purchases. However, spending on goods and services purchased offline on the basis of online research was 50% higher at $137.6 billion.
The study also revealed that as a result of advertising and other product information found on the web, 45% of all online adults (25% of all US consumers) say that their brand opinions have changed in one or more of ten common product categories covered by the survey.
Brand opinions about airlines and lodging companies are most likely to be changed by online content, followed by consumer opinions about household products and clothing brands. In financial services and insurance, 29% of all consumers who accessed online product information before opening a new account or policy indicated their opinions of financial or insurance brands had changed.
“This data clearly contradicts those who argue that the internet does not seriously affect brand perceptions,” said Pam Renick, vice president of The Dieringer Research Group. “We see overwhelming evidence that online content not onlhy impacts brands but also drives traffic both to retail stores and to financial service branches and insurance agent offices.”
