Consumers Go Online for CPG Info

• Posted: Monday, January 21, 2008
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• Author: pradhana
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• Filed under: Internet Advertising, Market Survey, Online Advertising, Online Business, Online Services

Ad spending shifts slowly to Web.

Many consumers are now comparing health and beauty products online before ever seeing the goods on store shelves.

More than six in 10 Internet users surveyed said they researched health and beauty products online, according to Prospectiv's "2007 Consumer Packaged Goods Survey."

"These poll results show that there are tremendous opportunities for CPG marketers to reach consumers online," said Jere Doyle, president and CEO of Prospectiv.

"General savings and shopping sites as well as branded product sites can attract consumer interest, provided CPG marketers focus on populating these sites with product information, product savings offers and tips on how to use specific products," Doyle said.

Despite widespread Internet health and beauty product research, the industry's online ad spending ranked behind all other major media besides outdoor advertising, according to TNS Media Intelligence.

From 2004 to 2006, TV’s share of health and beauty ad spending fell steadily, from 62.2% in 2004 to 57.5% in 2007. At the same time, magazines’ share of budget grew from 29.2% to 34.3%.

Online display advertising was the only medium to show a gain in share, from 2.8% in 2004 to 3.3% in 2005, followed by a slight decline, to 3.1% of total share in 2006.

Read more - eMarketer

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