Closing that sale? Kiwis rely on Prior Experience but also influenced by Internet and TV/Print Ads: ACNielsen

3 October 2006
Auckland

Consumers around the globe may be increasingly using the Internet to finalise their purchase decisions, but Kiwis still trust prior experience and are influenced by TV and Print ads more than their global counterparts, according to a survey by ACNielsen, the world’s leading marketing information and research company.

In a recent online survey conducted in 41 countries around the world, ACNielsen asked consumers what helped their final decision when it came to purchasing a variety of products. ‘Prior Experience with the Same Brand/Company’ was the most popular decision-influence for approximately one in two Kiwis, particularly for purchasing Cars (47%), Loans (47%), Mobile Phones (50%) and choosing a Bank (59%), and ‘Searching the Internet’ most preferred when it came to Holidays (61%) and MP3 players (40%). ‘Window Shopping’ was the primary decision influencer when purchasing Fashion (66%) and Jewellery/Watches (61%), and ‘Word of Mouth’ for Weight Loss Products (41%) [See Table 1].

‘TV/Print Ads’ are still key purchase influencers on Kiwis’ decision-making, especially on categories such as Fashion (45%), Jewellery/Watches (35%), Weight loss products (34%), Mobile Phones (42%) and MP3 players (32%). On a global level, ‘TV/Print Ads’ were much less of an influencer across these categories – Fashion (32%), Jewellery/Watches (20%), Weight loss products (23%), Mobile Phones (30%) and MP3 players (22%).

“Traditional advertising will continue to play a major role in marketing strategies, but there is no doubt consumers will need to be ‘addressed on all fronts’, with the Internet being a core part of any multimedia strategy.  At the same time, if we follow the global trend, we are likely to see a gradual drift of ad budgets out of traditional TV and Print media into Online advertising, where the consumers are going to research certain product categories,” said Mr Stephen Mitchell, Managing Director, ACNielsen New Zealand.

Globally, ‘Searching the Internet’ was the most popular decision-influence, particularly for purchasing Holidays (54%), MP3 players (42%), Mobile Phones (39%) and Loans (29%). New Zealand has similar figures for a couple of these categories, but Kiwis are still reluctant to make purchasing decisions based purely on online facts and information.

“Although New Zealand isn’t at this stage on par with other developed markets with regard to using the Internet to seal their purchase choices, it will only be a matter of time”, he continued. “Today, an Internet presence isn’t a ‘nice to have’, it’s a commercial necessity.  It’s where the majority of global consumers will visit to make up their minds about a purchase and for certain categories where services may becoming more commoditized, such as holidays, banking, loans and mobile phones.”

The ACNielsen Online Consumer Confidence and Opinion Survey is the largest half-yearly survey of its kind aiming at gauging current confidence levels, spending habits/intentions and current major concerns of consumers across the globe. The ACNielsen Consumer Confidence Index is developed based on consumer’s confidence in the job market, status of their personal finance and their readiness to spend.  The latest survey, conducted in late May/early June, polled about 22,780 Internet users in 41 markets from Europe, Asia Pacific, North America to the Baltics.

About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.  To learn more, visit www.acnielsen.co.nz