Touchpoints IV: How Digital Media Fit into Consumer Purchase Decisions

DoubleClick Touchpoints IV consumer survey is our fourth annual report about what influences people’s purchase decisions, online and offline, across 15 product and service categories. The findings, based on responses from more than 6,000 U.S. Internet uses, show that consumers are more likely to “view through” an online ad than to click on one, that online video is the most popular online activity of a list of types of emerging media, and that people value online ads more for ongoing learning than discovery.

http://www.doubleclick.com/us/knowledge_central/documents/RESEARCH/dc_touchpointsIV_0611.pdf

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