Online ads influence German shoppers

27 June 2012

BERLIN: Online advertising has influenced the purchase decisions of more than 50% of German internet users, new analysis has shown.

BITKOM, the trade body, and Aris, the research firm, polled 1,000 members of the country's web audience, a 56% share of which agreed some form of internet advertising had shaped their buying decisions.

This figure reached 67% among 14–29 year olds, but declined with age, reaching a low of 27% where respondents were 65 years old and above.

More specifically, 23% of interviewees had been prompted to pick certain goods and services by consumer reviews on ecommerce platforms.

This matched the score registered by online coupons, the analysis revealed. Recommendations from friends on social networks like Facebook recorded 19%, ahead of email advertising on 12%.

"Knowing that a friend uses a product is often helpful in assessing whether you would like it yourself," said Markus Altvater, of BITKOM. "Recommendations have a different status than general advertising which applies both offline and online."

Display ads on the edge of pages logged 11%, hitting 10% for the feedback posted on blogs and other such sites, 8% for banner ads, 6% when discussing video ads, and 4% with reference to pop-ups.

Data sourced from BITKOM; additional content by Warc staff