How does the Internet influence purchases consumer behaviour on the French market?

Exposure to Internet media is still lower than that of traditional media even if it is more transformative...

Although the French If they do not necessarily buy over the Internet, they are nevertheless more receptive to information they find online, more than any other medium.
A study by Nurun-Ifop analyses the role of the Web in the buying process. The reported exposure to the Internet through a purchase varies greatly depending on the product category and investments on the various media but more than other media, the Internet appears as the media of information and comparison.

Internet information really considered before purchase decision making!
All sectors messages merged that people remember having seen, read or heard on the Internet are taken into account for at least one purchase on two. People report having been exposed to content on the Internet before making a purchase are more likely to take it into account than those who reported having been exposed to content on other media.

The study showed that on 100 people exposed to a message on the Internet prior to booking hotel accommodation before buying a hotel stay, 91 people said they considered the message in their purchase decision.

For example, Internet is as powerful as television when the matters is for buying a car for both new vehicles and used cars. Thus, out of 100 people who said they benchmark on a media before purchase, 53 take it into account decisively what they have read on internet before buying when they are only 25 in the case of television.
Other example: 40% of French have accessed online quotes prior to booking train tickets or plane.

Internet as most informative and confident media:
Asked about the influence of media on each of their purchases, French Internet users believe the Internet is the medium that is most informative, compare to television and newspapers that are in second and third place.
Internet was also perceived to be the most trusted source of information, with 30% of Internet users surveyed saying it was a medium of confidence, coming ahead of TV.
Even more, Internet media is finally giving the most to the user who wants to buy. So says one quarter of Internet users surveyed.

To decode the influence of each medium and more precisely here Internet, Nurun FIFG created an IDA index or "Influencing the Decision to Buy". This composite index is based on the three constitutive dimensions of influence: the ability of media to inform, to create envy and generate confidence. According to the IDA index Internet ranks at the top for 14 product categories out of a total of 19 studied, like including travel (purchasing tickets, renting hotel rooms, rental car).

Television and promotional point of sale are still the media of choice for consumer products. Exposure to Internet media is lower than that of traditional media even if it is more transformative.
However Internet is still a media underutilized by advertisers while its influence is greater than other media....


Methodology: Study conducted by the institute Ifop for Nurun, with a sample of 1 012 people representative of the online population aged 15 and over residing in France.
The interviews were conducted online during the month of July 2009.
On the Web: http://www.nurun.com/
On the Web: http://www.ifop.com/