A new study by Synovate has revealed that the internet plays a major role in shopping decisions when it comes to the huge FMCG sector. Overwhelmingly receptive to online advertising, 44% of those polled suggested that online advertising influenced their buying decisions, and over half said that they turned to the internet for information before making a purchase.
Conducted between August and September 2008, the survey involved 8,000 MSN/Windows Live users. The results reveal why they are the perfect target audience for FMCG advertisers.
Of those polled, 84% were grocery shoppers for their household. A massive 96% showed that they were key decision-makers when shopping for at least one type of FMCG product.
Across the board, users from 11 countries in the Asia Pacific testified that brand name was almost as important as price. China, India and the Philippines listed brand name as the top priority, while the remaining countries placed brand name among their top four criteria when considering a purchase.
MSN/Windows Live users spend so much time online (on average more than 8 hours per week for personal reasons), it's no wonder they cited the internet as the most convenient source for product information and comparison. Interestingly, MSN/Windows Live users in Hong Kong, Korea and Taiwan relied on the internet rather than television as their most used source for information about FMCG products.
The results also inform advertisers on what types of content these consumers are interested in researching. For example, 64% sought news, 61% music, and the most popular online activity for this group was watching online videos. The study also revealed that three-quarters of MSN/Windows Live users were active in online social activities, such as reading blogs, forums and visiting social networking sites. Many were interested in branded activities, such as online games, health tips, coupons, recipes and music downloads. Yet only 28% turned on their computers with both a product and website in mind during their last online purchase, thus leaving them open to persuasion.
Find out how to start advertising with MSN/Windows Live
here.
Contact a sales representative:
