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Most Home Theater Buyers Check Online Reviews

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Survey Reveals 75% of TV/Home Theater Buyers Consider Product Reviews, Online Comments Before Purchase

Three-quarters of recent television, audio, and home theater equipment purchasers ranked online product reviews and comments from other shoppers as having some or significant influence on their buying decision, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey.

Consumers were also influenced by information from blogs, manufacturer, and store Web sites prior to buying.

The Ad-ology survey also indicates consumers consider quality, price, and availability the most important factors when purchasing TV, audio, or home theater equipment.

“Considering the importance consumers place on quality, it’s no surprise that product-review Web sites are a major influence on their purchases,” said C. Lee Smith, president and CEO of Ad-ology Research. “Manufacturer Web sites list technical specs, but consumer reviews give real-world experiences — what happens when you get the set home — that consumers feel they can trust.”

Despite doing online research for these products, the study shows 80.3 percent of consumers still prefer to purchase TV, audio, and home theater equipment in-person at a store.

Other key findings from the survey:

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  • One-third of recent TV/Audio/Home Theater purchasers were somewhat or significantly influenced by blog content
  • Newspapers, television, and magazines were the most influential traditional media types
  • Twenty percent of purchasers say sports marketing is a somewhat or very important factor in their buying decision
  • Older consumers (ages 55 to 64) place importance on factors such as product availability, store reputation, and location

The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

The full report covering “Media Influence on Consumer Choice: TV, Audio, and Home Theater Equipment,” can be purchased online through Ad-ology. The 58-page downloadable report is $495 and features 24 data charts, consumer-spending estimates by market, and additional marketing insights.

About Ad-ology Research
Ad-ology Research analyzes key marketing and advertising trends in over 370 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.

Methodology
Ad-ology Research surveyed an online consumer panel of 1,105 adults in a manner that is 98% representative of the adult population of the United States from August 25-28, 2008. The margin of error for this survey is +/- 2.0 percentage points.

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