May 15, 2009, 12:00 AM

Online research can lead to quick buying decisions, study says

Among shoppers who buy something online or offline after conducting online research, 49% buy within three days, JupiterResearch says in a new report.

Among shoppers who buy something online or offline after conducting online research, 49% buy within three days, JupiterResearch says in a new report.

The study, “Behavioral Targeting: Pushing Relevance to Maximize Advertising Spending,” also notes that 65% of online shoppers pay more attention to behaviorally targeted ads, which are based on a consumer’s tracked shopping behavior, than to contextual ads, which appear on web pages showing content related to the ads.

JupiterResearch, a unit of Forrester Research Inc., conducted the study of 2,151 U.S. online consumers for AudienceScience, an online marketing services company that delivers behaviorally targeted ads for advertisers.

"Since its inception, behavioral targeting has been an evolution of contextual advertising, and these findings are testament to its power to more effectively engage with consumers on their own level," says Marla R. Schimke, vice president of marketing for AudienceScience, a company formerly known as Revenue Science. "If we conduct the same study in a year, five years, 10 years, I believe we`ll see this already substantial gap between the two continue to widen as more and more brands and marketers realize that they can use behavioral targeting to specifically target their ideal customer."

Schimke adds that the study illustrates the importance of marketers’ ability to send targeted messages to shoppers wherever they are online.

"These numbers indicate that the typical shopping process involves a user traveling to multiple sites, multiple times, making the ability to communicate marketing messages to them no matter where they are online, all the more important," she says. "Since its inception, behavioral targeting has been an evolution of contextual advertising, and these findings are testament to its power to more effectively engage with consumers on their own level."

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