Consumers influenced by using the online channel

Next we must look at the extent to which consumers are influenced by online media - a key aspect of buyer behaviour. We saw at the start of Chapter 1 that many Internet users now research products online, but they may buy through offline channels such as phone or in store. Research summarised in the AOL-sponsored BrandNewWorld (2004) study showed that:

1 The Internet is a vital part of the research process, with 73% of Internet users agreeing that they now spend longer researching products. The purchase process is generally now more considered and is more convoluted.

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