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DoubleClick's Fourth Annual Touchpoints Study Reveals Consumers More Likely to Act on Internet Advertising by Going to Sites on Their Own Rather Than Clicking on Ads.

Article Excerpt
Study Highlights the Importance of the "View Through" as a Driver of Web Traffic; Consumers Acknowledge Potential for Online Video Advertising

NEW YORK -- DoubleClick Inc., the premier provider of digital marketing technology and services, today announced the results of its fourth annual Touchpoints survey. The findings show the importance consumers attribute to the Internet with regard to its impact on awareness, information gathering and purchase decision. The study examines the sequence of how consumers first learn about products, how they further learn about them and which factor most influenced their purchase decision, and shows the influence of media varies greatly among industries and at varying stages of the purchase process.

As part of the survey, DoubleClick asked consumers about their online and offline purchases within the preceding twelve months and in the following fifteen categories: automotive, banking, credit cards, investments, mortgage and loans, air travel,...