×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

DoubleClick study finds online advertising influences purchase decisions

Published on .

New York—Online advertising affects purchase decisions among “influencers,” according to a study by digital advertising company DoubleClick.

The study was based on an online survey of more than 6,000 Internet users, conducted by ROI Research.

Of the respondents, more than 1,000 were identified as influencers, with the following characteristics: active networkers, subject matter experts, bloggers and online community participants.

The survey found that 19% of influencers cited Web advertising as a source of information when they were researching a purchase, compared with 8% for noninfluencers.

Also, 57% of influencers said they watch online video, compared with 40% of noninfluencers; 44% read blogs, compared with 28% of noninfluencers; and 36% access the Web on handheld devices, compared with 21% of noninfluencers.

—Kate Maddox

Most Popular
In this article: