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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By Christopher Heine

The past week has been filled with great data points. Here are 14 of the more intriguing numbers we came across:

1. Airbnb is on track to make $900 million this year, The Wall Street Journal reported. That’s more than triple what it made in 2013 ($250 million). Internally, the sharing-economy juggernaut expects revenue to skyrocket to $10 billion by 2020, according to The Journal, which also reported that Airbnb is about ready to close on $1 billion in new funding. That would make its $24 billion valuation higher than 88-year-old global hotel brand Marriott ($21 billion). The times, they are a-changing.

2. With Facebook so often tweaking its algorithms—much to the chagrin of some publishers—it’s interesting to see which sites are winning in the political-news space. According to Facebook, The Hill for the week ending June 9 had 994,300 combined likes, comments and shares, beating competitors The Post, Politico, Roll Call and National Journal.

3. Twitter claimed that tweets about the NBA Finals—during which the Golden State Warriors beat the Cleveland Cavaliers in six games—were seen 7.6 billion times across the Web from June 4 to June 17.

4. It seems like people nowadays share about every moment of their lives on Facebook, Instagram, Twitter, Pinterest, etc. But a Magisto-commissioned Nielsen survey of smartphone users revealed that more than two-thirds of digital photos and videos are never shared, with only 31 percent getting posted to social streams.

5. A small-but-still-facepalm-worthy chunk of people on the Internet are clamoring for Oprah Winfrey to be on the $10 bill, even though the Treasury has said the American heroine eventually chosen must be deceased. That hasn’t stopped Oprah from getting about 3 percent of consideration online (c’mon, folks—wake up) compared with Harriet Tubman, who appears to be the clear front-runner.

6. Alcohol brands are increasing their digital marketing budgets across the board thanks to the ability to target consumers 21 and over via Web and social sites. In fact, Pernod Ricard marketers told Adweek it has upped its interactive spend by more than 50 percent each year for the past few years.

7. Twitter was heralding its new autoplay ads last week and using data to do it. The microblogging site said its users were 2.5 times more likely to prefer autoplay videos over click-to-view or thumbnail previews on videos.

8 Additionally, Twitter said ad recall was 14 percent greater on autoplay-promoted videos than on other formats, and completion rates were seven times greater on autoplay.

9. Eight of the top 25 DoubleClick publishers sell 10 percent of their inventory programmatically, Google said last week.

10. Some of the chatter in digital marketing circles is making its way beyond the industry echo chamber and inside the walls of financial institutions. BackBay Communications, in partnership with Osney Buy-Side, said last week that its newest survey results show 89 percent of investment management execs said the category of content marketing/thought leadership was among their top three concerns when it comes to branding.

11. It looks like e-commerce could use a kick in the pants. Monetate, which helps retailers with marketing tech, pulled aggregated client data for the first quarter of 2015 and found that average order size was $122.65, down from $125.15 during Q1 last year.

12. Purch surveyed more than 1,000 active tech buyers about how fathers behave in e-commerce. The digital publisher found that 59 percent of dads purchased a mobile phone in the last six months.

13. Retale polled 500 fathers and mothers and found that 85 percent of millennial parents use smartphones to help them shop in-store, while moms are 12 percent more likely than dads to buy a product if a deal is pushed to them via mobile notification in or near a store.

14. June is LGBT Pride Month, which received a sign of acceptance in India, where the socially conservative country’s first ad featuring a lesbian couple went viral for clothing brand Anouk. Created by Ogilvy & Mather Bangalore, the three-minute, 21-second spot has garnered more than 1.8 million views in June.

See the article here: http://www.adweek.com/news/technology/14-interesting-digital-marketing-stats-past-week-165475

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With Father’s Day behind us and graduations now occurring throughout the U.S., June certainly is a key month for shoppers to spend on their dads and grads. Believe it or not, these two demographics have very similar tendencies when it comes to their shopping behaviors and preferences.

Both dads and grads are difficult to shop for, as neither demographic likes to ask for help. Only 13% of dads and 22% of students aged 18 to 24 say they ask for advice on what to buy, according to digital content provider Purch.

To conduct the study, Purch recently asked more than 1,000 active technology buyers to share insights around their purchasing habits.

Another key similarity between dads and grads is that they don’t care about the latest product trends. Just 22% of dads say they want the most popular best-selling products, while even fewer (13%) students feel the same. In fact, up to one third of dads and students simply want to purchase products that meet their needs — even if they aren’t necessarily popular.

Over the past six months, electronic devices were the most-purchased items among both consumer groups. Smartphones took the top spot, with 59% of dads and 67% of students purchasing them. However, the purchase rates of tablets, TVs and laptops were very similar:

  • 37% of dads purchased a tablet vs. 40% of students;

  • 41% of dads purchased a TV vs. 40% of students; and

  • 41% of dads purchased a laptop vs. 37% of students.

Fathers and students conduct approximately seven different research activities before making a final purchase decision. More than half (54%) of students and slightly less than half (47%) of dads say they need to know a lot of information about product features and usability before they make a decision.

Specifically, 64% of dads read in-depth reviews of several products, as do 58% of students. Additionally, 60% of dads seek out special offers, deals or promotions, compared to 47% of students.

See the article here: http://www.retailtouchpoints.com/topics/shopper-experience/spotlighting-the-purchasing-habits-of-dads-and-grads

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