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Consumers around the world tend to be more likely to shop for than buy products online, although the gap between browsing and buying is relatively small for most product categories, according to a new study
[download page] from Nielsen. In its analysis of 22 B2C product categories, Nielsen found buying intentions to be as high as browsing behavior in 13, with more buying than browsing in only one. That said, purchase intentions are on the rise.
: Mobile ads served in applications had a significantly higher click-through rate (CTR) than those served on the mobile web (0.56% and 0.23%, respectively) during the first half of this year, a finding that aligns with a similar conclusion derived from an Opera study
last year. The latest analysis - based on more than 300 billion data points on Medialets' mobile and tablet ad serving platform - also indicates that ad CTRs were higher on tablets (0.59%) than on handsets (0.41%).
This month's quick-hit set of top charts
includes the following topics: marketers' changing media mix; online channel goals and digital metrics; top concerns among CMOs; content marketing's effectiveness; the most-desired brand video types; social's growing impact on TV; and consumer spending patterns by category and generation.
Undergraduate students are less likely to rely on brand advertising than word-of-mouth when it comes to their purchase decisions, finds a new survey
from Fluent. The study, fielded among more than 1,400 undergraduate students, also finds that online coupons have a significant effect on back-to-school shopping decisions. And for all the popularity of visual-sharing social media
, these channels don't have much of a stated influence.
: TNS ReQuest
: While the laptop computer is the most common device used by US streaming households, streamers are also using game consoles (21%), Blu-ray or DVD players (12%), Roku boxes (11%) and smart TVs (10%) to stream video, suggesting that TVs remain a popular form factor for video, no matter the content source. While more streaming households use smartphones (34%) than tablets (29%) as a streaming device, it's likely that tablets are the choice for long-form content
: Family and friends are a much larger source of OTC information for Millennials (18-34) than for Gen Xers (35-49) and Baby Boomers (50+), per the study, with word-of-mouth rivaling healthcare practitioners as a resource for the younger generation. By contrast, Baby Boomers - who are the most apt to use OTC drugs - are more likely to rely on product advertising, a result which aligns with prior research on purchase influencers by generation
. Overall, healthcare practitioners are the most trusted source of OTC information for each generation.