(Milwaukee; Nov. 4, 2002; PRNewswire) Nearly forty million consumers have changed their minds about shopping brands as a result of online information this year, according to a survey of 4,000 U.S. Internet users released by The Dieringer Research Group (DRG), a Milwaukee based market research firm. Sixty percent of online adults whose opinions changed ended up switching brands at purchase, whether they made purchases online or offline, the survey found.

The findings cover branding impacts in ten product and service categories surveyed in a large study of online consumers called the American Internet User Survey.

"The percentage of online adults who say that online information has changed their brand opinions and purchases has risen steadily ever since we began tracking it in 1998," said Pam Renick, Executive Vice President of The Dieringer Research Group. "Especially noteworthy is the finding that people who complete purchases offline after seeking online information are more likely than online purchasers to switch brands."

This means marketers concerned about brand management need to be sure their web sites and online interactions are consistent with the overall brand image their companies want to convey, Renick concluded.

Forty-eight percent of all adults online longer than five years report that their brand opinions changed due to online information, compared to only 28% of brand new online users. Households with incomes of $75,000 or more are also more likely to switch, underscoring the importance of targeting consistent online brand messages and interactions to upscale shoppers.

Half of all adults who have abandoned online orders said they have changed their opinions of brands due to their online experience. In addition, major mall brands were found to be among the most subject to changed brand opinions due to the Internet.

The Dieringer Research Group is a full service marketing research company and has been interviewing thousands of U.S. consumers about their Internet use since 1995.

 

    Internet Impacts on Brand Opinions and Purchase Decisions
   
                                                    1998   1999   2001   2002
   
    Percent of Online Adults Changed Brand Opinion   27%    35%    38%    40%
   
    Million adults changed brand opinion           14.4M  24.3M  32.3M  36.9M
   
    Percent of Online Adults Switched Brand
     at Purchase Due to Internet                    n.a.    20%    23%    24%
   
    Million adults switched brand at purchase       n.a.  13.9M  19.5   22.2M