Old media still the most persuasive

Hong Kong - Mass media such as TV and print are still king when it comes to influencing purchase decision, despite the growth of new media, according to Omnicom Media Group's Pathway study.

The Pathway study maps consumers' purchase journey, from the length of time it takes to buy a product, right through to the different media channels that influence the purchase decision.

The research conducted more than 5,000 face-to-face interview with Hong Kong consumers aged 15 to 59 years about their purchase of various products and services.

Pathway revealed that 73% of Hong Kong respondents claimed their interest to purchase was triggered by advertisements in traditional media as compared to 17% for new media. TV is more influential for fast moving consumer products and fast food categories.

New media is only more impactful in triggering purchase interest amongst the younger audience between 15 to 24 years at 26%.

Findings from Pathway also showed TV plays the biggest role in triggering word of mouth buzz about products, followed by newspapers and magazines while advertising on internet only had influence on 11% of respondents.

There are six stages to purchase, from desire, considering features, conducting research, comparing prices, determining retail points to purchase.

Maggie Choi, managing director at OMD Asia Pacific, said understanding how consumers make their purchases decision is key to the success of marketing activities.

She added that the findings uncovered by Pathway are an extremely valuable piece of information that is highly prized at a time like now, when consumers everywhere are tightening their belts amidst concerns of a slow global economy.