DoubleClick study finds online advertising influences purchase decisions

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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

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