{"id":117458,"date":"2012-06-02T16:17:00","date_gmt":"2012-06-02T21:17:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/2012-landscape-study-reveals-consumers-engaged-across-multiple-platforms-when-looking-to-make-a-purchase-decision\/"},"modified":"2024-12-21T05:50:49","modified_gmt":"2024-12-21T10:50:49","slug":"2012-landscape-study-reveals-consumers-engaged-across-multiple-platforms-when-looking-to-make-a-purchase-decision","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/2012-landscape-study-reveals-consumers-engaged-across-multiple-platforms-when-looking-to-make-a-purchase-decision\/","title":{"rendered":"2012 Landscape study reveals consumers engaged across multiple platforms when looking to make a purchase decision"},"content":{"rendered":"<p>Each year, DAC sets out to study consumer behavior at the point of purchase in order to keep a pulse on how consumers use <a>media in their purchase decisions<\/a>.\u00a0 The study is the largest of its kind with a sample size of over 5000 across the United States and Canada. Some of the dynamics explored are:<\/p>\n<ul>\n<li>How often do consumers search for business information?<\/li>\n<li>What media sources do consumers use when looking to make a purchase?<\/li>\n<li>How do consumers use search engine results pages when conducting business searches?<\/li>\n<li>What is the role of mobile and tablets in the multi-screen purchase process?<\/li>\n<\/ul>\n<p>For this past year\u2019s study, if you remember nothing else, remember this&#8230;<\/p>\n<ul>\n<li>Search continues to grow<\/li>\n<li>Mobile\u2019s rapid growth YoY\n<ul>\n<li>Multi-screen world<\/li>\n<\/ul>\n<\/li>\n<li>Print Yellow Pages continue to offer strong value in many industries and segments, despite lower usage<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-3428 aligncenter\" src=\"\/wpe-content\/uploads\/2013\/02\/kantarplatformused1st_2012.jpg\" alt=\"kantarplatformused1st_2012\" width=\"398\" height=\"196\" \/><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3430 aligncenter\" src=\"\/wpe-content\/uploads\/2013\/02\/media-blocks.jpg\" alt=\"media-blocks\" width=\"185\" height=\"125\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d10991bfccc'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d10991bfccc');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); 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'0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 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20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p style=\"text-align: left;\">The 2012 study revealed a number of dynamics worth noting.\u00a0 As is no surprise, media fragmentation continues to grow as does cross-platform usage.\u00a0 Consider this: nearly 60% of consumers have started a search on one device and continued the search on another device.\u00a0 Given this, it was inevitable that 2012 was the year for mobile to make its move as well.\u00a0 While not yet a leading platform, there was significant growth year over year (YoY) overall and in many categories.\u00a0 This strong growth in mobile exists as mobile platforms are commonly seen as an extension of our daily life.\u00a0 Print Yellow Pages remain a viable media for many advertisers and usage of them is still heavily driven by life events.\u00a0 It&#8217;s still important to take category into consideration\u00a0as strategies will differ from <a href=\"\/services\/local-presence-management\/\" target=\"_blank\" rel=\"noopener\">presence management<\/a> to share taking, depending on the vertical.\u00a0 Internet Yellow Pages (IYP) remain a top choice media as well and certain categories (i.e. Movers, carpet cleaning, auto repair, etc) show very strong growth and usage YoY.\u00a0 It&#8217;s important to recognize that these IYP figures don\u2019t yet include mobile traffic from their apps or mobile websites.<\/p>\n<p>One thing remains true throughout every wave of research we have done studying the landscape and how consumers make business decision:\u00a0<b>Consumers are engaged and looking for businesses and information. <\/b> As such, holistic <a href=\"\/services\/strategic-insights\/\">media strategies<\/a> backed by continuous measurement are necessary to ensure appropriate representation of your brand wherever consumers are looking.\u00a0 Research and consumer trends indicate that brands should design a &#8220;Search 1st&#8221;\u00a0<span style=\"font-size: small;\">\u00a0<\/span>strategy supported by other media efforts as well as <a href=\"\/services\/design\/\">responsive design<\/a>, continuous measurement, proper allocation and presence management.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Each year, DAC sets out to study consumer behavior at the point of purchase in order to keep a pulse on how consumers use media in their purchase decisions.\u00a0 The study is the largest of its kind with a sample size of over 5000 across the United States and Canada. Some of the dynamics explored [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":110458,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.82,"reading_level_needs_review":"0","footnotes":""},"categories":[2882],"tags":[],"class_list":["post-117458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2012 Landscape study reveals consumers engaged across multiple platforms when looking to make a purchase decision | DAC<\/title>\n<meta name=\"description\" content=\"DAC&#039;s annual Landscape study is conducted to increase understanding of how consumers use media and search throughout their purchase journey.\" \/>\n<meta name=\"robots\" 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