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Executive Summary
For the last four years, the DoubleClick Touchpoints consumer survey has helped identify
and quantify the impact of various media and other influence factors on consumers’
purchase decision making process. The primary point is clear: The Internet – in its various
forms of websites, search engines, advertising, email, and professional and consumer
reviews – is highly influential at every stage of the process, from first awareness to final
decision making. In fact, the web influences purchase decisions – online and offline –
more than any other factor. And corporate websites have more impact than any other kind
of sites and services.
Based on feedback from our clients and the market, the DoubleClick team decided for
the fourth annual edition of the study to examine the impact of some newer online trends,
as well as to learn more about how people perceive ads. This summary of the overall
DoubleClick Touchpoints IV study will be the first of a series of research papers on those
topics based on this year’s survey of more than 6,000 U.S. Internet users.
In this paper, we examine the following key findings:
• Consumers acknowledge that online video shows great potential for advertising.
• Consumers say they are more likely to “view through” ads (visit advertised sites
without clicking on ads) than click through.
• The importance of digital media in the purchase process can vary greatly by vertical.
Travel and finance purchase decisions, for example, are greatly dominated by the
Internet. For other sectors, the mix of influence is less concentrated on online channels.
• Consumers see the value of advertising as part of the purchase consideration
phase of shopping. That may surprise some advertisers who view the key value of
ads at the top of the purchase funnel.
Objectives
Since...