Purchase Funnel 2.0
TVB’s Purchase Funnel 2.0 study examines the effects of advertising on consumers through the various stages of the purchase funnel, across a wide variety of product categories. The study includes:
- Focus on “in-market” consumers, across 11 categories (listed below)
- Inclusion of secondary media impact, as well as primary
- Expanded internet advertising options and added mobile advertising
Among the key findings:
- “In-market” consumers respond to advertising more strongly than the general population
- Television drives in-market consumer through all stages of the purchase funnel
- The impact of different media varies by product category
- Younger and older consumers differ in their recall of ad messages by medium
The categories studied:
- Fast food/quick service restaurant
- Casual dining restaurant
- Department store
- Discount store
- Grocery store
- Hardware/home improvement store
- Home, auto, or life insurance
- Banking services
- Auto dealership or car/truck/SUV
- Furniture/bedding
- Travel/travel services
TVB will be bringing more specific research, drilled down into individual categories, in one-on-one calls with advertisers and agencies in the coming weeks.
Methodology
The Futures Company conducted the online survey of 2,500 U.S. Adults 18+ between July 21 and July 29, 2010. Participants were asked about their ad exposure across 11 categories, as well as whether they were “in the market” for products and services in those same categories. Respondents then completed a survey for up to three of those categories. In total, the study produced 6,427 category ratings across the 11 categories.
To schedule a presentation of the study contact Scott Roskowski.
Members: For more information visit the member section.