By Dan Berthiaume

What kinds of searches, ads and content are consumers interacting with before and after a tech purchase?

Purch, a digital content and commerce company, and comScore examined more than 3,000 qualifying purchases during a 90-day period to track key influences and behaviors of U.S consumers before, during and after a technology purchase. Purchases tracked include popular products such as mobile devices, tablets and wearables from top online retailers and brands.
Generally speaking, findings point to inefficiencies in ad delivery and consumer focus on tech reviews and content both ahead of and after making a purchase. The majority (52%) of relevant ad impressions took place after the consumer had already made a purchase. According to study authors, this indicates significant opportunity to place the right ads at the right phase in the consumer journey.

On the content side, tech media sites are the most widely consumed content throughout the purchase journey (pre- and post-purchase), pointing to trust in product reviews and testing by neutral parties that relay accessible information. Tech media site consumption is followed by multi-category retailer and tech retailer sites.
On tech media sites, buyers read 80% more reviews/buying guide pages than news pages. Both reviews and news article readership were split fairly evenly by platform, with 53% of page views on PCs and 47% of pages viewed on mobile devices.

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by AdExchanger

Here’s today’s news round-up…

Yahoo Goes To The Light

Will Yahoo’s reversal of its planned Alibaba spinoff,announced Wednesday, have the desired effect on its core media and advertising business? That is to say, will it raise the valuation of that business above effectively zero? Marissa Mayer told investors, “With a large portion of market cap driven by the Alibaba stake, separation will … ensure Yahoo’s business operations are appropriately valued.” It’s a separate question whether the spinoff will spark a bidding war among potential acquirers, including telcos, private equity firms and big media companies. Such an outcome may be for the best after so many years of fretting about this underperformer.

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By Alan Wolf

A new study by comScore and digital tech publisher Purch provides some insight into which consumer groups buy the most tech devices, what it is they are purchasing, and how they go about doing it.

The study is based on an examination of over 3,000 online purchases of 11 tech categories ranging from laptops and mobile phones to wearable fitness devices between May and July.

Here are the key takeaways:

*Gen-Xers buy more CE than any other age group (45 percent of tech purchases);

*millennials, however, spend the most, about 8 percent more than older shoppers;

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By David Kirkpatrick

Dive Brief:

  • Digital commerce and content company Purch teamed up with comScore for research that tracked 3,000 technology purchases over 90 days across a number of data streams, including search, e-commerce, content and ad exposure.
  • One finding from the study indicates marketers could improve their digital advertising strategy – 52% of ad impressions happened after the consumer already made their purchase.
  • Tech media sites were the most-consumed content throughout the buyers’ journey, and reviews were read 80% more than tech news.

Dive Insight:

“The data showed a disconnect between when people are searching and when they’re being served ads. Search activity heats up in the 30 days leading up to a purchase, but more than half (52%) of ads are served to consumers post-purchase,” Erin Kapczynski, vp of marketing at Purch, told Marketing Dive about the report.

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By D.B. Hebbard

The digital media company Purch has released a study it conducted with comScore on tech path to purchase. The study looked at “over 3,000 qualifying purchase events in a 90 day period” during the summer of this year to determine its findings.

Purch, which publishes sites such as Top Ten Reviews and Tom’s Guide, obviously has an interest in the results, and promoting its findings. But I think there are some interesting findings here, some being pretty obvious. For instance, reviews have more impact over purchases than news stories. This seems obvious to me in that reviews are often searched for at the time of a purchase, whereas a news story is a less efficient way for a potential buyer to get useful information before a purchase. I would state, however, that news content builds credibility for reviews, though that may only be my own bias.

Here is the announcement for the study. You can find more information in the form of an infographic here.

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