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Ad-ology Research
42% of Eyeglass, Contact Lens Buyers Research Using Online, Traditional Media Before Purchase
April 24th, 2009
Forty-two percent of recent eyeglass and contact lens buyers report influence from online media, the same percentage as traditional media, revealing the increasing power of the Internet on purchase decisions, according to the Spring 2009 Ad-ology Media Influence on Consumer Choice survey. Among 45-54 year olds, 23.5% were influenced by manufacturer Web sites and 13.2% by search results. In addition to price and quality, the most important factors to this age group were knowledgeable staff (77.7%), product availability (71.9%), and store/optometrists’ variety/selection (71.7%). Fashion/style-related Web sites influenced 35% of 18-to-24-year old...
Source: Health Business Week (2009-04-24)
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