IRI study says consumer goods manufacturers overspend on web sites

A new study from Information Resources Inc. reports that consumer packaged goods manufacturers are meeting consumer needs for information on their web sites but over-delivering on web site features. In the study, which surveyed 7,900 primary shoppers and 75 consumer packaged goods manufacturers, 38% of manufacturers’ web sites offer games and activities and 41% include lifestyle information. Only 12% of those surveyed are interested in game and activities while 27% are interested in lifestyle content. However, 56% of consumers surveyed say they visit manufacturer web sites for basic product information and 91% of manufacturers say they offer that on their web sites.