DOUBLECLICK PERFORMICS SURVEY FINDS 60 PERCENT OF ONLINE CONSUMERS CONSIDER ENVIRONMENTAL CONSCIOUSNESS AN IMPORTANT COMPANY TRAITApril 8, 2008CHICAGO - DoubleClick Performics, the performance marketing division of DoubleClick Inc., today announced the results of a survey gauging online consumer behavior and attitudes regarding “green” marketing.
In the survey of 1,087 adults, consumers indicated the most attractive type of environmentally-conscious marketing is that which focuses on such “specific user benefits” as saving money on bills or longer product lifespan. Consumers, when choosing between two similar products, prefer environmentally friendly products; 83 percent indicated they are extremely or very likely to choose the environmentally friendly option.
“Not only are consumers interested in green products and companies, our survey shows that nearly half of them will pay at least five percent more for them,” said Stuart Larkins, senior vice president of search at DoubleClick Performics. “With so many consumers online researching and purchasing products, retailers should include relevant environmentally-conscious information throughout their paid and natural search campaigns, affiliate promotions, display ads, and e-mail.”
Additional data from the DoubleClick Performics’ “Green Marketing Study” revealed factors reported by consumers to influence their attitudes toward online buying:
Of all online advertising sources, search engine results pages had the highest influence, with 32 percent of consumers reporting their impact on the purchase decision
Most consumers (65 percent) provide feedback about an online purchase at least some of the time
Approximately three fourths of those who make online purchases say a recommendation from a friend, family member or co-worker is valuable when purchasing online
Respondents ages 18 to 34 find recommendations to be particularly valuable compared to older respondents
“Recommendations continue to drive sales,” said Larkins. “We also found that a majority of online consumers would recommend an environmentally-conscious company to friends and family. All these results speak to the necessity for proactive reputation management; consumers are as interested in the company as the products they are researching.”
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