Consuming Japan
Internet Surpasses TV as Stimulus to Purchase
73.4% say information found on Internet stimulates desire for purchase. Only 56% say the same of TV.
Due diligence requires us to note that the research results reported here are from an Internet research company, Ibridge, and reported in the February 2001 issue Senden Kaigi. Still the results are striking. Answers to Question No. 1 “From which medium do you first learn about new products or services?” show TV trailing the Internet by only 3.4% (75.8% vs. 79.2%). Other media fall way behind, with newspapers at 27.6%, radio at 4.8%, magazines at 21.0%, transit ads at 3.0% and in-store at 11.2%.
It is in answers to Question No. 2 “Which medium most makes you want to purchase new products or services?” that the gap widens, with TV at only 56.0% vs. the Internet at 73.4%. Falling still further behind are newspapers at 18.8%, radio at 1.6%, and transit ads at 1.6%. Magazines do a bit better on this question, at 28.4%, as does in-store at 22.2%.
The gaps widen still further in answers to Question No. 3 “To which medium do you turn for more information before making a purchase?” Here the Internet scores 57.6%, followed by in-store at 19.6%, TV at 12.6%, magazines at 6.6%, radio at 0.4% and transit ads at 0.2%.
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