Under-24s base brand choices on web research

It found young people are increasingly researching brands in depth on multiple websites, including blogs, before purchasing; 63% of UK respondents said they research all purchases before they buy.

The research, conducted by OTX Europe on behalf of MTV Networks International, Nokia, Twentieth Century Fox and Channel 4, also found that 12-24-year-olds are loyal to entertainment brands, with 73% saying they have a favourite TV channel they always tune into.

The loyalty extends online as 73% said that when they watch a TV show online they prefer to access it from the originating channel's website, and 66% said they watch more of a TV channel if it has a website that allows them to catch up on shows.

Jules Robinson, senior VP of Viacom Brands Solutions International, said, "It's significant that we're registering the rise in the influence of blogs and internet research to inform purchasing decisions among these consumers.

"This highlights the importance of online reputation management for brands seeing their names increasingly widespread and the associated need to engage in comprehensive 360-degree campaigns," he added.

Published by: Charlotte McEleny

Published 5th May, 2009

Add comment