Yes, I know. The title of my post today is hardly catchy. This said, you would do well to look beyond the boring title and see what lurks behind it. The 1st edition of the "Nurun-Ifop Barometer on the Influence of Media on Purchasing Decisions", a recently-published study that examined the influence of various media (television, print, Internet and radio) on the purchasing decisions of French consumers, is nothing short of astounding.
The study conducted by Ifop, a French research firm, sought to determine exactly how much of an influence different types of media have in shaping customers’ purchasing decisions. The Internet came first for fourteen of the nineteen product categories examined ahead of television, print and radio. We knew from a previous study conducted by TNS Sofres involving women throughout Western Europe that women prefer the Internet to virtually every other source of information about a brand including television and print media. Most significantly, that study revealed that 87% of participants indicated that their interest in and knowledge of a brand was enhanced as a result of information they found online and 82% indicated that they became more selective about their purchases as a result of information they gathered online. The Nurun-Ifop study goes one step further however in that they correlate the information derived from various media sources to actual purchasing decisions. Currently, the Nurun-Ifop findings are available only in French (see the slideshow below).
While not specific to the luxury industry per se, the study went well beyond consumer goods to include automobiles, travel, real estate, financial products, jewelry and leather goods suggesting that its findings are relevant to a wide variety of sectors including luxury goods and services. As it turns out, the Revolution will not in fact be televised. It will be downloaded, linked to, webcast, tweeted and blogged.
Sincerely,
The Luxe Chronicles
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