Adobe Digital Dialogue

The Power of Websites in Influencing Consumer Purchasing Behavior

Your website is the face of your brand in the digital world. Consumers flock in to view more information about your brand or product and make purchasing decisions based on web experience. A recent study found 88% of consumers gather information on websites after gaining interest in a product introduce on television, magazines and newspapers. In addition, the study revealed that 52% of consumers access the web on their PC or smartphones after gaining interest in a product in-store, with 62% of respondents answering that they would either stop gathering information or not buy the product in consideration if the website does not meet the needs of consumers.

The survey in reference is the Adobe Marketing Discovery, where 1,000 general consumers were interviewed in Japan and conducted for Adobe by Nikkei BP Consulting in October 2014 to determine how modern consumers recognise new products and services, and to explore the transition in buyer behavior during the stages of product or brand recognition, assessment and purchase. The findings unveiled significant developments in how consumers gather information throughout the purchasing cycle, and provide confirmation for marketing leaders that digital continues to grow as a critically important part of the marketing mix.

Here are some of the key findings from the study:

  • 80% of consumers said television remained an important initial touch point but the research also found that digital media, specifically new sites and portal sites (41%), business websites (31%) and social media (28%) is also a major driver for product awareness.

The table shows the degree of influencer towards products and service recognition

  • 88% of consumers gather information on websites after becoming interested in a product introduced on television, magazines, and newspapers.
  • It’s clear that generating interest through TV, newspapers, and magazines alone is no longer sufficient, with a strong degree of importance in answering the needs of general consumers, who look to websites to gather further information.

How frequently consumers conduct research on websites after recognising a product on television, newspaper, and-or magazines

  • 52% of consumers go to the web on their PC or smartphones after gaining interest in a product-in-store.
  • This indicates that retailers must consider the relationship between bricks-and-mortar stores and the web, to avoid the loss of sales opportunities resulting from a lack of connection between physical stores and digital media.

Action taken when consumers find interest in an in-store product

  • 62% of respondents will either stop gathering information or not buy the product in consideration if websites do not meet consumer needs.
  • This makes it clear that there are major risks in losing sales opportunities if websites do not deliver the appropriate experience to visitors.

How websites experience affects consumer behavior

It can be seen through the study that digital media has immense impact on consumer purchasing behaviors in all stages of recognition, assessment and purchase. In an era where digital devices are diversifying, it is evident that the importance of digital marketing will only continue to grow. In this omnichannel era, business must integrate channels and connect the dots with customer to complete an effective and satisfying purchasing journey for all customers. Japanese businesses (and even other businesses around the world) have opportunities to increase revenue by strengthening their digital marketing strategies and leverage it and drive sales through digital.

Customer Experience

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