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Female consumers most likely to search online for CPGs
Consumer packaged goods (CPGs) retailers should consider increasing their use of online and search engine marketing to target female consumers in particular, according to a new report.
Carried out by Harris Interactive, the study for iCrossing revealed that 39 per cent of the 2,345 US consumers questioned had searched for CPGs online, around as many as had searched for real estate and financial products. Around two-thirds of searchers said they would afterwards buy the product either online or offline.
Footwear and apparel were the most popular categories for consumers to search online for, with women more likely than men to search online for seven of the 11 categories of CPG.
The most popular reasons for going online to search for CPGs were to carry out research into special offers (60 per cent) or to look for coupons that can be used in stores (52 per cent).
When it came to choosing which channels to search, 67 per cent of respondents said that they would use a search engine, 61 per cent would use online retailer websites and 61 per cent would use product websites. Only 26 per cent would use shopping comparison sites and 19 per cent product ratings sites.
The report concluded :"CPG marketers should consider increasing their use of online and search engine marketing, targeting leading search engines, retailer web sites as well as brand and specific product sites.
"These channels represent opportunities for engaging affluent and female consumers and reinforcing key brand attributes around three distinct consumer interests: finding offers, locating information and conducting commerce."
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