Digital media "influences contact lens buyers"

Digital media "influences contact lens buyers"

By Adrian Galbreth

A significant minority of people are influenced by online marketing when they purchase contact lenses or spectacles, according to new research carried out in the US.

The Ad-ology Media Influence on Consumer Choice study for spring 2009 discovered that 42 per cent of US customers reported being swayed by such influences as websites and internet search results.

C Lee Smith, Ad-ology Research"s president and chief executive officer, noted that even though only about five per cent of adults in the US prefer to buy contact lenses online, this still equates to more than 11 million people.

"Even those buying from optical stores and opticians are influenced by online information, making store websites and online marketing critical," he said.

Younger people aged 18 to 34 were more likely to buy contact lenses online than the older generations.

For people aged 45 to 54, the biggest concerns were the knowledge of staff (cited by 77.7 per cent) followed by the availability and choice of products.

Last week, consumer group Which? reported that it was cheaper to buy contact lenses online than in offline shops.

The same was found to be true for glasses frames.

by Adrian Galbreth

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