Web Has An Impact On Offline Shopping

from the no-surprise-there dept

While it's a bit surprising to me that this is still an issue, here's a bit more proof that people learn about products online that they later buy offline. In fact, the web has a larger impact on offline shopping than on online shopping. This suggests that online advertisers should be less concerned with things like "click throughs" and more concerned with building brand.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team


Reader Comments

Subscribe: RSS

View by: Time | Thread


  • identicon
    SB, 16 Sep 2003 @ 7:34am

    Offline Shopping

    It would seem fairly obvious that people use the web to research purchases. Most people I know do some type of research before spending their money, talk to friends, check ads, etc. The internet is a welcome extension to these resources. The companies who recognize this AND provide information for comparison are generally the ones I buy from, even offline.

    link to this | view in chronology ]

  • identicon
    Doug, 16 Sep 2003 @ 8:51am

    Advertising?

    I do not see how the article's statement:
    "We see overwhelming evidence that online content not only impacts brands but also drives traffic to retail stores."
    leads to the conclusion:
    This suggests that online advertisers should be less concerned with things like "click throughs" and more concerned with building brand.
    Content and advertising are two very different things. I frequently use the Web to research products, services, etc. that I am considering. In particular, I look for reviews.

    However, I aggressively block Web advertising in my browser. If I want to know about a product or service, I will go looking for that information. "Don't call me, I'll call you."

    link to this | view in chronology ]


Follow Techdirt
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Discord

The latest chatter on the Techdirt Insider Discord channel...

Loading...
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.