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Rochester ad agency looks at consumer media usage

Rochester Business Journal
January 16, 2014

DAC Group Inc., a digital advertising agency, teamed up with Kantar Media Inc. to release its comprehensive study on consumer search behavior.

The survey is in its fifth year and exposes trends to improve the understanding of consumer media usage in North America. Categories of general consumer search behavior, mobile, and social search results dictate digital adoption.

Here are some highlights from the findings:

• 61 percent of consumers show greater confidence in organic search results;
• 60 percent of Americans search for local business information at least once a week and 30 percent search at least a few times a week;
• 82 percent of consumers find maps and location information important in results; and
• 86 percent believe that reviews of local businesses are important in their decision making process.

In the mobile realm results revealed:
• 92 percent of consumers searching on mobile devices prefer browser search compatibility over mobile application availability;
• 35 percent of the time, consumers report encountering non-optimized mobile sites;
• 47 percent of consumers searching on mobile devices go directly to a brick and mortar location to complete their purchases; and
• Age remains an important factor in media use differences among consumers.

The social results include:
• 40 percent of social media searches (by brand) are driven by deals and 37 percent of mobile social users reported they do not visit brand social media sites at all;
• 90 percent reported that rating and reviews were at least a somewhat important factor to them when making a purchasing decision; and
• 44 percent reported they were likely to post about a purchase they’ve made to their social media network.

The survey uncovered that print Yellow Pages continue to experience substantial year-over-year decline.

In addition to its Rochester office, DAC Group has locations in New York City, Cleveland, Calgary, Louisville, Montreal, Toronto and Vancouver.

(c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or e-mail service@rbj.net.


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