Citing BIGresearch's "Simultaneous Media Survey," Marketing Charts noted that almost 10 percent of consumers in the survey were strongly influenced by sponsored links when searching for specific products or services online.
With advertisers increasing their spend on sponsored links, it's worthwhile understanding what it is that triggers these consumers.
Top Triggers for Online Search
Magazines (52.7%)
Coupons (50.8%)
TV Broadcasts (47.5%)
Top 5 Categories Influencing Online Search
Maps/Directions
Clothing/Shoes
Information on Products/Comparative Shopping
Travel
Movies
Another important factor to know, is most of those being influenced have some type of important life event about to happen within the next six months, and so are looking at making some big purchases.
“Consumers who are influenced by sponsored links appear to be on a mission due to some event in their lives. As a result, they are self-directed when using media, which is why they prefer digital media options that allow them to get the information they want when they want it,” said Gary Drenik, President of BIGresearch. “Advertisers looking to reach people in the market to buy should look at this consumer segment as an important part of their ad mix.”
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