Online buyer behaviour

As part of situation analysis either for a campaign or a longer-term plan it is important that marketers and agencies gain an appreciation of how the Internet supports the multi-channel buying process. In this section we will review different models of online buyer behaviour that have been developed to help marketers better understand this.

Insights into the different ways in which consumers use the Internet are provided by Table 2.5. It is apparent that, as we saw from Figure 2.17, using the Internet to inform buying decisions is the most common activity - almost twice as common as purchasing online. Investment of campaign budgets should reflect this. In some, such as the car market, they do, with BMW reputedly now spending over a quarter of its marketing budget on digital media in the UK. The popularity of e-mail use and general browsing show that socialising and entertainment are also common activities and suggest that FMCG (fast-moving consumer goods) brands can also use the Internet to reach their customers through supporting these activities.

Table 2.5 Internet usage activities in the UK

Purpose of Internet use: by age,1 2003/04

Table 2.5 Internet usage activities in the UK

Purpose of Internet use: by age,1 2003/04

Great Britain

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  • curtis
    What is online buyer behaviour?
    8 years ago

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