THE LONG AND WINDING ROAD

What's the real impact of the internet in consumer's decision-making? How's online advertising capable of driving offline sales?

Here's some of the findings pointed out by a "The Long and Winding Road" a study commissioned by OMD in partnership with Yahoo:

-- The Internet’s effect upon consumer shopping patterns pertains chiefly to product awareness and consideration, not transaction.

-- Technologies such as camera phones, text messaging and online communications directly affect purchase patterns. The buying process is becoming more communal and collaborative. Technology enables the communal nature of shopping through the in-store use of camera phones and text messaging. Boyfriend consults girlfriend, spouse consults spouse. Without changing anything about the physicality of the store itself, the buying process has become more collaborative – critical, as we know the potential weight and influence of word of mouth.

-- Four different types of purchase paths have emerged. Each path reflecting the consumer’s own personality and cultural values and each bearing its own marketing implications

:: The Quick Path – denotes little advance research and a fast decision-making process. Common for impulse or routine purchases by people under time constraints.
:: Winding Path – implies mobility between information sources and among multiple shopping channels. Here the risk-tolerant consumer attempts to make the best purchase decision within a short amount of time (a few hours to a week). Activities such as price-comparison shopping, coupon use and/or advice from friends and family tend to “wind” the purchasing route. For instance Shopzilla, an online superstore, provides consumers with product reviews where they can compare and contrast prices and overall value. Virtually every online shopping database now uses this formula.
:: Long Path – reflects a longer time (weeks to sometimes months) between the start of research and the consummation of the purchase. Shopping typically happens within one channel and purchase is considered likely. The consumer tends to be steadfast and content to wait for optimal purchase conditions.
:: Long and Winding Path – reflects a long purchase-incubation time accommodating much research and tenacious comparison shopping. Eventual purchase is not guaranteed, however; the consumer may have no fixed deadline or be unsure what he or she wants. This path is often used for high-ticket and/or technology-related items. For instance, a high-definition flat screen television could take a consumer several months to purchase, having to conduct extensive research over many different comparison-shopping channels (user and professional reviews, technology-driven blogs, etc.) The stakes are obviously higher than, say, for a packaged good.