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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