MediaPost: DoubleClick Survey Affirms Importance of the Web as a Touchpoint

The recent DoubleClick Touchpoints survey shows the Internet to be a key element in the purchase decision process in seven out of ten product categories. While television plays a strong role building initial awareness for categories such as movies, personal and household care, telecom products, autos and drugs, the web pulls strongly for travel, mortgage and finance.

While TV has traditionally been effective in the early stages of building awareness, that effectiveness has dropped eight percent for electronics and seven percent for movies and automotive. Other findings explore how other media affect consumers along the line from awareness to final purchase.