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Online consumers more brand savvy | News | New Media Age
Online consumers more brand savvy 11 June 2009 | By Charlotte McEleny Research has found online consumers have stronger relationships with brands than those offline, but brands argue it’s time to view all people as digital consumers. The research by Millward Brown found digital consumers’ relationships were strongest with airline brands, IT product manufacturers, credit card provid......

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Online consumers more brand savvy

11 June 2009 | By Charlotte McEleny

Research has found online consumers have stronger relationships with brands than those offline, but brands argue it’s time to view all people as digital consumers.

The research by Millward Brown found digital consumers’ relationships were strongest with airline brands, IT product manufacturers, credit card providers and fragrance brands.

It also found they’re more likely to be younger and more affluent compared to non-digital consumers, and place a higher value on creativity, excitement and having fun.

However, some brands and experts said the findings were surprising as online and offline consumers are increasingly one and the same.

Branding expert Stephen Cheliotis, CEO for the Centre for Brand Analysis, said he was surprised there was such a difference. “It’s not like the online community is a separate demographic. Almost every group is now online so it should reflect wider society.

“However, you can argue that because online consumers are more likely to shop around, research, get involved in groups and use comparison tools, it might add up to them being more savvy and up to date with brands or products,” Cheliotis added.

Anna Rafferty, digital marketing director of Penguin Books, agreed. “Online and offline consumers are the same people now, just in different situations at different times,” she said. “However, online does give you the space to do more things that are interactive because offline is usually tied to a physical retail space.”

Peter Walshe, global brand director at Millward Brown, said, “Online you can develop, build and add to a brand. Digital consumers are also researching and buying more often.”


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MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=4195



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