Last modification on July 18, 2021 by Loïc Frissard
CCM Benchmark and Eulerian Technologies have just revealed the results of a study carried out in 2015 on the behavior of French “e-buyers”.
Internet research is an essential step in the purchasing journey
The study shows that French Internet users spend their time researching, comparing and finding out before buying (Research Online, Purchase Offline). Indeed, 67% of Internet users get information on the Internet before purchasing in store. This figure increases to 74% for 18-35 year olds, which indicates that it should increase further in the years to follow.
Mobile increasingly present
The computer remains the device of choice for online purchasing. But it should be noted that 23% of Internet users use a tablet or smartphone to search for products on a merchant site. This is why the creation of a responsive site adapted for mobiles is essential today to offer content.
Online advertising more effective than on TV…
Despite advertising blockers like adblocks, this study reveals that Internet users feel less attacked by advertising on the internet compared to television, which is still too steeped in intrusive marketing. The figures confirm this since 66% of Internet users say they feel exposed to more than 15 advertisements per day when watching television, 42% when listening to the radio compared to 37% when surfing from a computer and 19% from a smartphone.
…But the impact of advertising is not universal
Where it gets interesting is that online advertising works for 1 in 2 Internet users who have purchased a product after seeing it in an online advertisement.
- 33% when it was an email sent by the brand or brand
- 15% after seeing a banner
- 11% a video ad or blog article
- 10% an article on a social network
- 9% a text message.
And unsurprisingly, Facebook, Twitter, Instagram and company form the 2nd most impactful advertising lever among those under 35 since 18% purchased after seeing a product on social networks.
What can we ultimately deduce from this?
The communication channels to make yourself known have never been so varied and the dissemination of information no longer knows limits thanks to the internet. This is why we should no longer hesitate to publish your own content for example by maintaining a blog or writing e-books in order to demonstrate your expertise and be present in the minds of buyers when they are researching a product or service.
The content can be as varied as the forms of publications chosen: if you run an online business, offer buying guides or give advice in white papers on how to properly use your products.
Finally, advertising, whether online or offline, can really be perceived as intrusive, especially since we are contacted by hundreds of messages every day. I really think it is necessary to do inbound marketing in complementarity with advertising (outboud marketing) to be able to reach as many people as possible. Advertising can have a faster ROI and accelerate the implementation of your inbound strategy and allow you to make grow your audience faster.
Sources: CMM Benchmark, Eulerian
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