Mars Opinion

• 8%的消费者把广告当作当作可供将来参考学习的信息；
• 只有4%的消费者把广告当作发现产品的途径；
• 61%的消费者是在看过广告后过了一阵子再去访问那个网站的；
• 67%会去实体店面看看这个产品先

　　数据以后可能会有用：）

　　自己以前做过一个调查，中国，广告带来的Visitor中，假如有一个马上进行了购买，那么大致可以估算之后一个月左右还会有另外4个Visitor会进行购买（他们也是从那个广告来的，但是没有马上购物）。

下文转载自http://clickz.com/showPage.html?page=3623878#Scene_1

Online Ads: A Source of Further Learning for Consumers
By Enid Burns | November 7, 2006
Online advertising ROI (define) could be off if it doesn’t take into account subsequent Web site visits or in-store visits. That’s according to Doubleclick’s fourth annual “Touchpoints” study.
More consumers (8 percent) see online ads as a source of further learning than product discovery (4 percent). Consumers do respond to online advertising, though not necessarily at the time of the impression. Sixty-one percent navigate to a site some time after viewing an ad, while only 30 percent click on the ad to get more information at the time of viewing. Sixty-seven percent report going to a store location to learn more about a particular product. The study warns marketers to include those activities in metrics for calculating ROI.“It is something real, it is something trackable, and it is something that with a control group can be observed,” said Rick Bruner, research director at DoubleClick.Emerging media can play a role in consumer interest. Online video is viewed by 43 percent of survey respondents, and the same number send text messages and use cell phones. Thirty-eight percent view online video on portable players. In terms of video advertising, 43 percent of respondents watch movie trailers in online ads “all the time,” “frequently,” or “sometimes.” Only 9 percent play with interactive Web ads.