No big surprise here…
DoubleClick Inc., the premier provider of digital marketing technology and services, today announced the results of a study centered on determining how companies can focus marketing investments to impact the role “word of mouth” plays in purchase decisions. The study, titled “Influencing the Influencers: How Online Advertising and Media Impact Word of Mouth,” is part of a series of reports based on DoubleClick’s Touchpoints IV survey of online consumers.
The DoubleClick Touchpoints IV survey results revealed that influencers consider online advertising a key factor of their shopping process, second only to websites, as a source of further learning about purchase decisions. Nineteen percent of influencers cited web advertising as a source of information when they were researching a purchase, compared to 8 percent among the remainder of the sample. Both segments cited websites as their top source of research when they are shopping, but influencers clearly rely more on the web than non-influencers, with 40 percent of influencers citing websites for this purpose versus 31 percent of non-influencers.
More interesting stats and methodologies to chew on, so check out the press release about the survey here.