Among adults who use the internet while watching TV, women are more likely than men to purchase a product online that was featured on TV, details Nielsen [download page] in an April 2012 report. In fact, with an index score of 112, they are 12% more likely than the average US adult online to purchase online a product featured on TV. Men, by contrast, lag behind the average with an index score of 86. There is a significant gap in response rates when it comes to age, too: adults aged 25-54 are 29% more likely than the average US adult to buy a product online that was featured on TV, while those 55 and over trail distantly, with an index score of just 70.
According to an ExactTarget survey of online consumers released in April 2012, TV influence is highest among the 15-17, 25-34, and 45-54 age groups, with 59% of each demo reporting being swayed to make a purchase on account of a TV commercial. This compares to just 40% of 55-64-year-olds, and 46% of those 65 and over.
Data from Nielsen’s “State of the Media: Advertising & Audiences, Part 2” indicates that these gender and age patterns extend to tablet owners, too. For example, while watching TV, female tablet owners in Q4 2011 were 12% more likely than male owners to look up product information for an ad they saw on TV (28% vs. 25%), and 14% more likely to look up coupons or deals related to an ad they saw on TV (24% vs. 21%).
Looking at age groups, 18-34-year-olds were most likely to look up coupons or deals related to an they saw on TV, at more than twice the rate of those 55 and over (29% vs. 14%). And while a similar proportion of the 13-17 (29%), 18-34 (28%), and 35-54 (27%) groups reported looking up product information for an ad they saw on TV, the proportion fell to just 22% among the 55 and over group.
Topics: Analytics & Automated, Boomers & Older, Brand Metrics, Cable, Data-driven, Hispanic, Media & Entertainment, Men, Network, Retail & E-Commerce, Social Media, Technology, Television, Traditional, Videogames, Women, Youth & Gen X
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