Forum Moderators: buckworks
58% of affluent Internet users (those making over $100,000 annually) in the US were influenced to make a purchase in the past six months by a newspaper ad, and 55% were influenced by an online ad.
Surely the market isn't that big for them!
Note: Must join Gucci affliliate program :)
However, would the typical user realise that they had clicked on a pay-per-click advert at the top of the search results?
If they didn't, how could they report this lead to the survey?
So you think the %ages are underestimated? Even better!
Note that the size of the sample is under 1000, so whilst it could be statistically valid for a reasonable confidence level, its still a self-selecting group to some extent, as the sample was drawn from Washington Post readers.
I don't know too much about that particular demographic, but I bet that it has a bearing on the data. Also note that the survey was done for the online version of the paper... a further self-selecting bias towards online purchase.
Interesting find though, and I think the "types of product" data is very useful
This study also does not say anything about how to reach the affluent market in the US, unless you want to advertise on the Washington Post where 60% of their survey takers say they make more than a $100k.
Let's take the survey group, all 956 of them. If this survey was run during the last 4 months when the east coast was in the midst of its coldest/worst winter in recent memory and the survey group was taken from readers of the Washington Post who mostly live on the east coast, then is it all that surprising that clothing is on their minds?
This is a non actionable study of a small survey group who said they were "influenced" to buy online by advertising.
Its too bad that after all those "Online widget sales expected to reach $100 trillion in 2003" studies, people are still putting out reports that act more like a press release to let you know they are still there, than something truly useful.
