Yahoo : VoIP Consumers ‘Search Important In Purchasing Decision’
Yahoo Search Marketing released the results of a study today which explored how consumers use Internet search in researching and purchasing a VoIP service. The findings include helpful insight for service providers in how to drive subscriptions using search advertising techniques that deliver both information and branded value messages to consumers.
Highlights of the VoIP study include this key statistic: Two thirds of the survey respondents said Internet search was “an indispensable research tool.”
The Yahoo SEM VOIP survey, commissioned by the National American Testing Organization, explored the role that Search plays in the research process for consumers seeking VoIP (Voice Over Internet Protocol) calling solutions. Conducted in August of 2005 using a nationally representative sample of US adults with high-speed connections at home, Yahoo found that Search is the most trusted, essential information resource for consumers researching VoIP calling services.
Traditional media (31%) and the Internet (28%) as the two primary sources used to drive initial awareness of VoIP technology, products and services; according to Yahoo survey results. Television spots (14%), banner ads (14%) and newspaper/magazine ads (10%) held the top three spots.
* The Internet and Search play leading roles in the consumer research process for VoIP services. Close to 90% of the people surveyed used the Internet to obtain more information about VoIP services. Of those users, 67% turned to Internet Search as their primary tool for research followed by internet provider or phone company Web sites at 49%.
* Search is the most relevant and trusted resource for conducting research. Nearly 80% of those who used Internet Search to research said it is the best source for obtaining information regarding VoIP services and 66% said they “couldn’t make a good decision without it”. The vast majority of VoIP researchers (70%) will use Internet Search the next time they research VoIP services.
* Search is highly valuable throughout the entire buying cycle. Although Internet Search is prevalent in all stages of the buying cycle, it is strongest as a research and comparison tool where consumers are looking to learn about the technology, discover VoIP brands and as a critical tool in determining differentiation between competitors. However, 48% of those who used search to research said they did so to learn how to sign-up and start using VoIP.
