52 Percent of Tech Product Advertisements Are Served to Consumers Who Have Already Made the Purchase

NEW YORK, NY (December 9, 2015) – When it comes to online shopping, conversions are king. But 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, a global media measurement and analytics company, partnered to determine the answer in a new study released today—PURCHase Report: Consumer Technology. The researchexamines more than 3,000 qualifying purchases over 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 including Samsung, Apple and HP. Findings point to inefficiencies in ad delivery and consumer focus on tech reviews and content both ahead of and after making a purchase.

To learn more about the research and share the news, click here: http://www.purch.com/purchase

“It’s critical for brands and marketers to gain a detailed understanding of the many factors that influence a consumer shopping for a tech product,” said Erin Kapczynski, Vice President of Marketing at Purch. “The Purch and comScore PURCHase Report goes a long way toward providing a more comprehensive understanding of the consumer path to purchase and helps marketers and publishers better service them via advertising, search, and editorial. The media landscape is saturated, but tech content stands out as a go-to resource in the month before consumers land directly at online retail destinations to make purchases.”

Data sources analyzed in the study include search, ad exposure, visitation, mobile and e-commerce. Key findings from the PURCHase Report include:

OVER HALF OF IMPRESSIONS OCCUR AFTER A PURCHASE

The majority (52 percent) of relevant ad impressions took place after the consumer had already made a purchase. This indicates significant opportunity to retune ad strategy and messaging to consumers for tech items such as smartphones, laptops and storage devices – to place the right ads at the right phase in the consumer journey.

TECH MEDIA IS CONTENT KING

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.

TECH REVIEWS TRUMP NEWS

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 percent of pages views on PCs and 47 percent of pages viewed on mobile devices.

TECH RETAILER SEARCHES RISE AS PURCHASE APPROACHES

As consumers move into the final phases of their research and look to complete purchases, they shift their search behavior to retailers’ sites. The majority of their searches —67 percent – took place on retail sites rather than search engines on the day of purchase.

BEHAVIORS VARY BY DEMOGRAPHIC

Men dominate tech forums and women consume a slight majority of tech how-to pages, but the genders are split evenly when it comes to time spent on reviews/buying guides – indicating that reviews play an equal role in both genders’ decision making processes.

GEN X-ERS BUY MORE TECH PRODUCTS, BUT MILLENIALS OUTSPEND

Gen X consumers (age 35-54) accounted for 45 percent of the tech purchases in this research.  Millennials however, were the big spenders, spending an average of 8% more per purchase than older consumers.

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The PURCHase Report uniquely provides in-depth information about relevant online behavior leading up to and following actual tech purchases. The research considers digital influencers holistically, with a look at ad exposure and other types of content important to consumers as they research products, i.e. reviews, news and searches across retailers’ sites, search engines and deals resources. The insight gleaned from this data is a valuable tool for advertisers and marketers seeking to connect with consumers in the right way during the purchase process. View the full report.

Study Methodology:

Purch and comScore partnered on an in-depth analysis of relevant digital activity on desktop and mobile devices by comScore U.S. panelists who purchased a consumer tech product online. comScore’s behavioral measurement software on panelist PCs identified over 3,000 qualifying purchase events in a 90 day period (May 2015 – July 2015), in any of 11 tech product categories ranging from laptops and mobile phones to wearable fitness devices.

To find out more about Purch, visit www.purch.com, or follow the company on Twitter, LinkedIn, and Facebook.

About Purch
Purch is a portfolio of digital brands that helps make buying decisions easy for 100 million consumers and businesses monthly. Its respected sites such as Top Ten Reviews, Tom’s Guide, Tom’s Hardware, and Live Science natively integrate commerce and content in more than 1000 product categories so consumers can make better choices before, during, and after an important purchase. The company helps marketers achieve their branding and performance objectives in a high-quality, brand-safe context. Its sites connect in-market shoppers with more than 7,000 marketers and sellers, driving industry-leading conversion rates and $1 billion in commerce transactions annually. Purch is a high-growth, privately held company with more than 350 employees and offices across the U.S. and Europe. For more information on Purch, visit www.purch.com or follow the company on Twitter, LinkedIn, and Facebook.

About comScore
Founded in 1999 and headquartered in Reston, Virginia, comScore, Inc. (NASDAQ: SCOR) is a global media measurement and analytics company that makes audiences and advertising more valuable. We help media buyers and sellers understand and make decisions based on how consumers use different media, such as TV, video, mobile, desktop and more. Through its products and partnerships, comScore helps its more than 2,500 clients understand their audiences, know if their advertising is working, and access data where they want and need it.

 

 

 

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Tech wars

Purch discovered a lack of brand loyalty this approaching holiday season with 52% of 3,373 tech ‘enthusiasts’ considering a new smartphone are happy to switch carriers.

The report also discovered that…

  • Wearables are losing: interest in smart-watches is a low 9%, with fitness trackers at just 8%.
  • The top brands are: Samsung (50%), Asus (40%), and MSFT (38%), all of which beat Apple in interest (28%).
  • Advertising failure: only 12% of those surveyed rely on advertising when shopping for tech
  • Multichannel shopping: 74% said they prefer to do their shopping online AND in-store.

Read more: https://econsultancy.com/blog/65792-14-fascinating-stats-from-around-the-digital-world

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Purch 2014 Tech Buying Trends Research predicts opportunity for webrooming and a happy holiday for smartphone, laptop, and tablet makers

NEW YORK, NY (Novembers 19, 2014) – Purch, a digital content and commerce company, today announced the results of its 2014 Tech Buying Trends Research. As the No. 1 digital publisher for tech media content in the U.S.,[1] with a global reach exceeding 100 million monthly visitors, Purch surveyed its U.S. audience of technology and science consumers and enthusiasts to better understand online and offline buying trends, intent, and behaviors. The survey, spanning Q1- Q3 2014, was conducted online via site intercepts across several of its top consumer-facing brands: Tom’s Hardware, Tom’s Guide, Laptop Mag, Live Science, and Space.com.

Purch’s 2014 Tech Buying Trends Research monitors key indicators for consumer tech, tracking consumer interest in hot product categories, top brands, and retail venues. Waves of the research were conducted quarterly, and inquired about tech purchase consideration ‘in the next 6 months’.  The most recent wave of the research, conducted in Q3 2014, queries a timeframe that includes the 2014 holiday shopping season.

Key findings include:

  • Multichannel shopping continues to dominate in the tech category.  Over the full survey period, 74% of tech shoppers said they would shop both online and in-store for tech items, compared with 19% online only and 4% in-store only.  Amazon (61%) tops the list of retailers, ahead of Best Buy (45%) and Direct from manufacturer (30%).
  • The top 10 tech brands considered for the full survey period include Samsung (50%), Asus (40%), Microsoft (38%), Apple (28%), LG (28%), Sony (28%), Dell (25%), HP (25%), Lenovo (20%) and Toshiba (19%).
  • Laptops and Tablets were the top 2 tech categories considered for purchase in the Q1 wave.  Purchase consideration remained strong for both Laptops and Tablets throughout Q2 and Q3, while interest in smartphones continued to increase.  By Q3, Smartphones was the top tech category being considered for purchase.
  • Interest in emerging categories such as smartwatches and wearable fitness devices is not showing a spike in interest in Q3 with the Holiday Season approaching.  Over the full survey period, consideration of smartwatches is at 9% and wearable fitness devices is at 8%.
  • Among those considering purchasing a smartphone, interest in switching to new wireless service providers increased from 43% in Q1 to more than half (52%) in Q3.
  • Throughout the survey period, Verizon maintained its position as most considered wireless service provider for those considering switching or opening new accounts.  AT&T consideration began the year in 3rd place behind T-Mobile in Q1 (Verizon 36%, T-Mobile 33%, AT&T 23%), overtook T-Mobile consideration in Q2 (Verizon 36%, AT&T 33%, T-Mobile 28%), and maintained a slight edge over T-Mobile consideration in Q3 (Verizon 39%, AT&T 31%, T-Mobile 29%).
  • Information sources relied on for purchasing tech over the survey period include ‘Product Reviews’ (86%) and ‘News or Articles by Experts’ (74%) followed by ‘Info Provided by the Brand or Company’ (45%).  Social media (18%) and Advertising (12%) were among the least relied upon sources.

“Consumers value a multichannel shopping environment, and they look to product reviews and expert content to guide their purchase decisions,” said Greg Mason, CEO of Purch. “You can’t deny the authority and influence these resources have on technology enthusiasts, in particular.”

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[1]  Source: comScore U.S. Media Metrix, Tech-News category ranking by unique visitors, October 2014

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Every company has points of tension: budgets versus wish lists, marketing versus sales. But what appear to be opposing forces can end up being a complementary pair. The same holds true for native versus programmatic advertising. While each fulfills a specific role, both can contribute to revenue. According to a study by content and commerce company Purch—conducted by Advertiser Perceptions—42%of high-level U.S. marketer and agency advertising decision makers plan to purchase native advertising through programmatic platforms within the next six months and 79% expect to do the same within the next 12.

But if companies want native and programmatic advertising to coexist, they have to know each of their strengths. For instance, native has truly offset the balance of the advertising world. According to Purch, spend on native advertising and sponsored content is expected to triple from 2013 to 2015. Many advertisers use native advertising for branding purposes (71%) or to achieve sales or conversions (65%).

So what does native advertising look like today? Purch reports that 73% of advertisers will incorporate video this year and 62% will include mobile. Forty-three percent will also integrate contests into their native advertising and just over one third (36%) will feature games. In addition, advertisers are looking to make native advertising and editorial content more integrated. For example, 47% of advertisers are extremely likely to execute in-feed sponsored content in an editorial-like fashion on the hosting site, according to Purch’s data, compared to 28% who are extremely likely to use in-feed campaigns that link to offsite landing pages.

As for programmatic advertising, 78% of high-level decision makers surveyed leverage it across their campaigns. However, agencies and marketers seem to be attracted to different benefits. For example, agencies are more intrigued by the increased efficiencies of programmatic advertising than marketers (46% compared to 36%), while marketers find reaching targets without waste to be more appealing (45% versus 24%). Yet, almost all survey respondents agree that audience insight and data is the most important criteria when selecting a programmatic partner (91%). Other main criteria included ease of use (90%), credible metrics (87%), audience quality (87%), transparency (87%), inventory guarantees (87%) and access to first-party data (81%).

Still, organizational challenges can disrupt the peace for both forms of advertising. According to Purch, insufficient reporting and ROI metrics is the biggest struggle for native advertisers (46%), followed by misalignment between campaign and marketing objectives (38%), time and resource commitments (26%), and native programs being “insufficiently turnkey” (24%). As for programmatic obstacles, the main issues include a lack of premium inventory (54%) and insufficient targeting to preferred editorial brands and audiences (37%).

 

By Elsye Dupre, Associate Editor and James Jarnot, Art Director

Read more: http://www.dmnews.com/native-and-programmatic-the-yin-and-yang-of-advertising-infographic/article/358179/

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Advertisers want it all when it comes to native and programmatic campaigns, according to a recent study.

Respondents to the survey of large U.S. marketer and agency decision makers say branding is the primary objective of native or sponsored-content efforts (71 percent), but sales and conversions aren’t far behind (65 percent). Similarly, respondents say sales and conversions are the top priority for programmatic campaigns (75 percent), though brand lift is also listed as a critical factor (51 percent).

“The take-away for digital content providers is that to stay ahead of the curve, you must find ways to customize and innovate on both of these offerings to achieve, and exceed, the branding and performance metrics put forth by advertisers,” says Mike Kisseberth, CRO of Purch, which commissioned the report.

The study also highlighted preferences and obstacles for each type of campaign moving forward. Not surprisingly, media buyers want their content to look and feel as close to editorial content as possible. Only a quarter of the media buyers surveyed would consider native executions that link to off-site landing pages.

And though the number of options for programmatic buying is rapidly increasing, dealing directly with publishers is still the preferred method, according to respondents. Just 23 and 21 percent preferred to deal with trading desks and DSPs, respectively.

The study was conducted by ad insight firm, Advertiser Perceptions, in Q1 of 2014.

By Michael Rondon, Folio

Read more: http://www.foliomag.com/2014/study-advertisers-want-both-branding-and-conversions#.U6Dhdo1dUb5

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