Web Sites Influence Jewelry, Watch Buyers

Nearly half of the respondents to a recent survey say manufacturer Web sites have some or significant influence on their jewelry or watch purchase, and 43.4 percent say the same about jeweler or retailer Web sites.

Respondents to the fall 2008 Ad-ology Media Influence on Consumer Choice survey also cite online video as an influence in their recent purchases, the majority of which are younger male watch buyers, according to the survey, titled, “Media Influence on Consumer Choice: Jewelry & Watches.”

“Many videos found online for watches resemble mini-movies more than commercials. Our study finds that for one in five male jewelry/watch buyers 18 to 24, online video does more than entertain, it impacts what they buy or where they buy it,” said C. Lee Smith, president and chief executive officer of Ad-ology Research.

Other findings from the survey, include:

* 50.9 percent of U.S. adults 25-34 say they bought jewelry or a watch recently.

* Nearly 84 percent of consumers prefer to buy jewelry/watches in a store as opposed to online.

* The store experience is important: 63.5 percent rate store reputation and 65.9 percent rate the sales staff as important factors in their purchases.

* 47.9 percent of recent jewelry/watch purchasers were influenced by information or advertising from newspapers. Magazines, television, and direct mail were also among the most influential traditional media.

* More than 20 percent of respondents consider cause and/or charity support by a manufacturer or store to be somewhat or very important. That number goes up to 25 percent for African-American consumers.

The Media Influence on Consumer Choice survey is conducted quarterly to study on- and off-line media influence on buying decisions. The survey is conducted by Ad-ology Research, Westerville, Ohio, a division of Sales Development Services Inc. SDS provides Internet-based applications for developing sales and new business for the advertising industry. The most recent survey of the online consumer panel of 1,105 adults was conducted Aug. 25-28.

The survey asks the national consumer panel about key factors in their buying decisions. Respondents also rate nine types of online and seven types of traditional media in regards to how each influenced what they buy and where they buy it.