Internet trumps 'old' media on influence

The survey, which polled nearly 660 men and women over the phone, studied media consumption patterns and usage of traditional and online media, as well as perceptions of online advertising and its affect on purchase decisions. It revealed that online marketing is not just about click-through rates. After seeing an online ad, half of the respondents said they wanted to know more about a product and would be aware of a brand, whether they clicked on the ad or not. The same number also said they checked out a product in other media after seeing it in an online ad, regardless of whether they clicked on the ad. Ralph Szeto, business director at MindShare's digital arm, mOne, said the results confirmed the findings of similar research conducted by Nielsen//NetRatings in Hong Kong. "It provides agencies and marketers more information in considering the important role of the internet in (influencing) purchasing decisions of consumers." Anny Leung, strategic planning and development manager at Yahoo Hong Kong, which initiated the independent survey, added: "Online advertising arouses consumers' interest and helps build brand awareness, even if consumers may not click on the ad." The survey also found that while consumers first turn to newspapers and magazines when researching products or services, more than 50 per cent see the web as the fastest and most convenient medium to obtain product information. It added that 90 per cent of employed consumers go online at home, compared with 50 per cent who access the internet at work. Leung said the results show that brands are benefiting from the increased ease at which Hong Kong consumers are scouring the web for information. She added that 70 per cent of consumers search for products and services online. "Generally, in Hong Kong, the population spends a similar amount of time on TV and the web. This is interesting, as most advertisers still think that consumers are couch potatoes," said Leung. Leung said: "Over one-third of the consumers forwarded online campaigns to friends. This shows that viral marketing is getting popular."