(7 February 2007 6:00 pm)

MUMBAI: 50 per cent of broadband users in the US say that a recent purchase was influenced by the Internet, 36 per cent were influenced by shopping sites and 15 per cent by search engines.

This was more than TV commercials (11 per cent) and magazine advertisements (6 per cent), showing the growing impact of online sources on purchasing decisions, as revealed in Netpop Shop, a recent study by Media-Screen, a market research firm that focuses on online consumer trends.

Media-Screen director of research Cate Riegner says, “Online sources are eclipsing traditional media and advertising channels, like radio and television. Retailers need to recognize this trend and adjust their marketing and advertising strategies accordingly. Netpop explores how the new media landscape is shifting shopping habits in order to provide marketers with the data they need to reach modern consumers effectively.”

Netpop | Shop, a report designed for retailers, advertisers and marketers that looks at the shopping habits of broadband users, also examines five distinct product categories: Pricey Tech-Electronics; No Touch Services; Media Mesh; High Touch Retail; and Household Staples.

Findings reveal the Internet’s significant role in the purchase of many types of items, beyond established e-commerce categories like technology, travel and financial services. In fact, 58 per cent of clothing items and 59 per cent of home and garden items were influenced by an online source.