According to Cyber Dialogue, an Internet marketing company, more than 40% of online adults (24.3 million) have changed their impressions of brands based on online information, up 66% from 1998. For online shoppers, cars are the product most likely to have brand names influenced by the Internet (21%), with 24% of online car shoppers stating that online information led to the purchase of a different brand of vehicle than they might otherwise have chosen. Changes in brand preference were cited for airlines (20%), investments (13%) and household items (12%). Manufacturer sites and comparison shopping sites are the most commonly cited reasons a brand impression changed (70% and 69%, respectively). The findings are from Cyber Dialogue's quarterly American Internet User Survey of 1,000 Internet users and 1,000 nonusers.
Copyright February 2000, Crain Communications Inc.