Five years ago the internet was pretty much just an entertainment media. Today it has evolved into an effective everyday management tool that is enabling consumers to control and develop their lifestyle experiences, whether that is communication, entertainment, information gathering, or resource management.
As a result there is a wealth of opportunity for brands and advertisers to engage with these active consumers, but the challenge is to create campaigns that enable them to continue to feel in control.
According to a new report by the European Interactive Advertising Association (EIAA), two thirds of European internet users regard user reviews as being more important than a brands own website when deciding which products to purchase online.
The report states that 64 per cent of Europeans consider personal recommendations important when researching products and services, whilst only 49 per cent deem the websites of well-known brands to be important.
In addition, 41 per cent admitted to changing their mind about the brand they were about to buy based on online research.
Online research is also leading to more sales, with conversion rates increasing from 50 per cent in 2004 to 87 per cent in 2008.
In 2008, consumers made an average of 9.2 online purchases per person over a six month period, compared to 7.7 in 2007.
E-commerce has more than doubled since 2004, with 40 per cent of users making an online purchase in 2004, compared with 84 per cent in 2008.
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